As clients enthusiastically leap on the bandwagon of “Brand proliferation” and “Market segmentation,” they inevitably produce increasing numbers of me-too products, which leaves their ad agencies with little of any substance or worth to say about these brands when attempting to differentiate them from the competition.
“The only people who care about advertising are the people who work in advertising.”
(all the best concepts are – it’s just that they invariably get totally fucked up by agency and client management as you struggle to execute them).
Because that’s what virtually every ad agency does, “manage the process”.
Our obsession with meaningless but easy-to-calculate success metrics is a bit like the guy who loses his keys in the garage but looks for them in the living room because the light is better in there.
advertising isn’t a science, and it certainly isn’t an art. To paraphrase yet another, long dead, famous person… It is a riddle, wrapped in a mystery, inside an enigma.
“An ad should ideally be like one end of an interesting conversation.”