Rethinking advertising explained

by Stephan

TL; DR.

Shooting a 200k commercial and crossing your fingers, hoping for the right response from your target audience is pretty old school. Trusting that gut feeling is “so 1964”. Todays campaigns can be run 24/7, data-driven, optimised and evaluated for maximum results.

Times are changing.

There was a time you believed the creative director with the golden wavy hair, who said

“Sell it like this and you will have great success! Why? Because it’s my idea and I am f*cking brilliant.”

Until recently, you also believed your media agency. But somehow you feel it’s shifting. And yes: it is.

Don Draper in Mad Men

It’s time to look at things plainly. Maybe we should have a quick look in the mirror too, and ask ourselves: can I maintain the way I think about advertising? Is the way I used to do it still the way to go?

For example: shooting a 200k commercial and cross your thumbs and hope for the right response from your target audience is pretty old school. Trusting that gut feeling is “so 1964”. Todays campaigns can be run 24/7, data-driven, optimised, evaluated for maximum results. Why don’t you? Stubbornly putting faith in something that you won’t know for sure will work, because you’ve already paid the flight? Come on!

Well, here you are.

… at the time that Adidas stops all TV-advertising and makes the shift to digital-first content. Proctor & Gamble stops with programmatic online advertising because no one can tell them that it works. The ANA-papers show us what we all already suspected: media agencies behave like a kind of omertà. So, here you are. It’s time to start rethinking advertising.

Welcome to Belly & Brain. Fact-based marketing and creativity fuelled by data.

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