""It's not an especially enjoyable job for people who do it now," said Bruce Daisley, a former Twitter executive and writer on workplace culture. "It's become far more tactical, performance-based. Advertisers are obsessed with showing a particular ad works [by generating sales] rather than necessarily evoking a sense of the brand. The heyday of great advertising creativity - where there were iconic TV ads that everybody would talk about - that has gone.""
"Exhibit two: data and evidence-based marketing works, from the IPA. The IPA recently ran a great campaign encouraging brands to hold or raise their marketing budgets during the current economic downturn; the case being that brands who invest in advertising during recession benefit from the increased share of voice they earn in the bounce back. This is a great message that sits alongside the IPA's commitment to advocate outstanding creativity as a driver of effectiveness."
"But it gets complicated. The IPA goes on to point out that during recent downturns, the brands that invest in data and evidence-led marketing have been the most successful in holding market share and building back faster. They chose two case studies to back their point: the re-use of the nostalgic Hovis 'boy on a bike' TV ad; and Virgin Atlantic's 'Still Red Hot' campaign. Both are great examples of creativity as a driver of effectiveness, but drawn from the 2008 recession,"
Data and technology have expanded marketing's potential while shifting emphasis toward measurable performance. The shift toward tactical, performance-based work has reduced opportunities for iconic, broadly talked-about creative advertising. Evidence shows brands that maintain or increase marketing spend during recessions gain share of voice and bounce back faster. Brands using data and evidence-led approaches have most often held market share and recovered more quickly. Examples cited include the re-use of the Hovis "boy on a bike" ad and Virgin Atlantic's "Still Red Hot" campaign from the 2008 recession. The situation creates a need to rebalance creativity and accountability.
Read at The Drum
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