Took a load to the local dump the other day. As I hucked yard debris and unwanted consumer goods out the back of the truck, I got to thinking about waste in advertising.
There are mountains of it, even in this age of informed metrics and marketing ROI.
As an agency copywriter I spent months — years even — working on poorly defined assignments and campaigns that went nowhere. More often than not, we simply didn’t have anything insightful to go on. It wasn’t a lack of creative juice… we always had lots of good ideas. The problem was lack of direction.