Why most advertising sucks
Andrew Hovell is that delightful ad planner who loves good advertising, and the deep process it requires. But he bemoans that the vast majority of advertising follows the same “follow the others” playbook. Being a planner, he made a list of some of the various ways well meaning people f up the art, craft and science of advertising. His short answer about the whole discipline is that there are no shortcuts. “There are three ways to deliver additional payback for a marketing budget; innovation, deals to get the media for less, and then the stuff in between, such as knowing what you’re doing, working to the right objective, finding the right audience, employing creative assets that build on what people already recognize about the brand, etc., etc., etc.”
Article: How to Fail at Advertising 2
