Why That Matters in the Ad Business [Video]

You see, I’m a data- and direct marketing- junkie. Advertising is worthless if it’s not accountable and measurable (check and check). As I was reminded repeatedly this week — it also must be memorable (not always checked).

What does this mean? That in today’s always-on but distracted consumer marketplace, the ad message must tell a story. It needs compelling creative, a message that resonates, and a big idea that’s transparent and authentic and unique to a brand.

We are amid an age where consumers are royalty — and it’s the brands that serve them. Yes, in the customer experience mix, data plays a pivotal role. Yes, data science is required to uncover insights and inform the creative strategy, for both prospecting and retention. But that big idea still lies in the creative execution —that’s the clincher. If it doesn’t hook, then it’s not …