Hasta La Creative!

Most marketing folks I know have long been of two minds on the role of advertising, seeing it as a tool to connect with consumers emotionally, but also rationally. Most advertising has tried to do both, with varying degrees of success, and often at the expense of one or the other outcome. This uneasy duality has gotten more extreme lately.

In fact, it’s beginning to look like a clinical affliction: Never have advertisers won more creative awards, entertained more Super Bowl viewers, or seen their content repurposed across more channels. Yet consumers have never trusted companies less, and their loyalty to brands has never been lower. Now, as if in response to this chronic condition, employers and clients increasingly rely on the invisible magic of data and tech solutions to try to connect consumers to sales transactions.

Continue reading at AdAge.com