Economics of Creative
Forget about finance and economics. You can have the greatest targeting and biggest media budgets, but that won’t matter much if your creative stinks. Just look at Super Bowl 58. Tons of ads, but Dunkin’ Donuts with Matt Damon and Ben Affleck stole the show. Nobody remembers the other ads. Yet the economics of creativity is in flux. As advertisers demand more work, the price they are willing to pay for great creativity decreases. Will AI save the day? Michael Farmer wrote all about it in his book Madison Avenue Manslaughter. His client Sabrina Traskos from AstraZeneca, has been on that creative road and has taken the road less traveled and so has Jo Kinsella. Let’s break on through to the other side.