Marketers overlook their role in the decline of creativity, blaming digital media instead. Effectiveness conferences reveal a stark contrast between traditional marketing strategies and modern digital approaches. Younger audiences focus on AI tools and rapid asset creation, while traditionalists emphasize long-term campaigns. This disconnection leads to two echo chambers that perpetuate misconceptions, hindering marketing effectiveness. The narrative around digital capabilities often leans towards negativity, with assertions that brands cannot thrive in a digital landscape. A reconciliation between these differing approaches is essential for enhancing creativity and effectiveness in marketing practices.
The average age halved. The conversation shifted from big, sweeping TV campaigns to AI tools, creators and asset churn. One room discussed "ads don't wear out," the other worried about creative fatigue after a week.
We've ended up with two echo chambers, each pushing half-truths to undermine the other. "Brands can't be built on digital." "Targeting and novelty replace long-term campaigns." Blah blah blah.
Collection
[
|
...
]