Over my four decades in advertising, the last decades have seen the most change. The mean constraints of performance marketing, the obscurities of Big Data and soon the uncharted territory of AI. To regain its mojo, advertising needs to be more creative — not less —more in touch with the human side of the consumer, and move towards realising its potential as an art form. This fortnight, my MxMIndia column cloaks this thought in the form of a new theory of advertising. Sort of.
It is my belief AI will change human civilisation at paradigm-shifting level that the harnessing of fire did. It will do so both at the societal level, through the accelerated progress of science and technology as also in empowering the individual through services like Concierge Intelligence as outlined by me in a previous post. To realise this potential AI will need to go beyond seeking patterns in Big Data to gaining the agency to be curious, to explore and to be creative. This post is a musing on this possibility.
At the heart of good marketing and marketing communication is a grasp of the gestalt. Of what is and what is likely to happen in the broader world of human lives and society. And good art – both the fine and the popular kind – offers us glimpses into this gestalt that while resonating with our own experience allow us to go deeper and wider in our perception of world. In this “review” series of posts I offer my brief takes on books, movies and television that I have liked and which in some way inform and further my practice as a professional strategist.
Making a video or post go viral is the holy grail in digital marketing.
Today’s post on my blog lists some pointers emerging from a recent exhaustive study in the US market and leads from there to a couple of larger questions regarding the science and art of advertising.
Here is the second of the series “Decoding Creative Advertising” where I reference Apple’s advertising over the decades to discern a greatness-making creative strategy driving some of their campaigns. The first of this series was published on my blog on June 3 where I examined the creative strategy driving the Volkswagen Beetle campaign of the 50s.
The current use of AI in marketing is shallow. This post is about how the next generation of AI will get to the core of marketing.
Today’s post is the first in a new series titled “Decoding Creative Advertising” In my experience the sobriquet “creative” applies to a very small number of advertising campaigns. Campaigns that are created by people who break the rules of advertising not because they can but because their mastery of them allows them to transcend them. I undertake the decoding of some such campaigns as an exercise in refreshing the sense of possibilities inherent in the art of advertising.
Building emotional equity is a keystone of brand-building. Today’s post takes a look at processes that can inject some science into the art of building emotional connections with consumers.
This post examines a rarely used advertising strategy in the context of the 25th anniversary of a world-famous advertising campaign. It also highlights an unusual research strategy that was causal in creating the iconic campaign.
The most effective of creative people in advertising people have always known that engagement in the key to successful advertising. … More
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