I’m an adman, so you might expect this to be a rant about
how clients need to take more chances and trust their agency or in-house
creative teams. That’s a pretty common gripe among us creative types, after
all. And truth be told, a lot of great ads do get watered down this way. But
that’s not the biggest thing holding it back.
What’s really keeping marketers from their greatest success
is the very way they think about marketing. There are debates raging all over
the blogosphere about marketing media and disciplines. Above the line advertisers
look down on direct response, while the direct marketers dismiss the former for
lacking measurable results. It can get heated.
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