Creative effectiveness and optimisation: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the struggle marketers face in measuring the impact of creative to the lessons we can learn from 25 years of Bellwether data, it’s been a busy week. Here is my take.
The effectiveness of creativity
“Shit that arrives at the speed of sound is still shit when it arrives.”
This quote, attributed to David Abbott, was apparently a reaction to someone trying to extol the advantages of a fax machine. Far be it from me to try and interpret the legendary ad man’s meaning, and so, I’ll instead leave it to the many hundreds who have taken his words and applied them to serve their needs. Particularly those who are looking to make a point about efficiency versus effectiveness.
