The Economics of Creative

Forget about finance and economics. You can have the greatest targeting and media budgets, but that won’t matter much if your creativity stinks. Just look at Super Bowl 53. Tons of ads, but Dunkin’ Donuts with Matt Damon and Ben Alfec 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, making a ton of difference.