Interesting read by Nick Moore who’s our Chief creative officer at Wunderman, and I quote:
“Remind me,” said the surgeon as the patient slipped under the anesthetic. “Which hand are we operating on today?”
“Hand?” replied the patient, fading fast. “It’s not my hand. It’s my…”
That’s not much of a joke. We want surgeons to know how to conduct an operation, just as we want airline pilots to know their routes and lawyers to be on top of the facts of their cases.
And advertising people? Is it different for us? Shouldn’t we be basing our creativity on the facts, or data? You know, the customer purchasing patterns sitting in our clients’ databases, the lists of search questions pouring out of Google and Bing and the real-time insights uncovered by online listening platforms.
Apparently we do think it’s different for us. Too often, we continue to base our creative decisions on the flimsiest of focus group data. And we seem to take a perverse delight in the separation of data and creativity in both client and agency organizations.
“I find this bizarre”, says Nick.
Do you think this is bizarre too? How do you balance between data insights and creativity? Feel free to share comments below.
Continue reading on ADWEEK for the full article
In my experience – in a world where measurement of the results seems to be frowned upon (presumably because for most of us quantifying our work would go hand in hand with acceptance of its (almost) universal failure) – the fact that most choose to do a half arsed job in the first place hardly seems to warrant mention…
its a 19th century business model – the world is changing – and very soon the web will separate the women from the girls