Hasta La Creative!

Programmatic has been criticized for killing the creative strategy aspect of advertising, which is more than likely why you got into the ad agency business anyway, right? But that conclusion is too simplistic.

At one point or another, everyone in the advertising industry has probably wished their days were a bit more like Don Draper’slounging in sofas for inspiration or writing brilliant ideas on cocktail napkins. But what was rarely emphasized in “Mad Men” was the books of research that Don went through before delivering “the big pitch.” The genius conclusion to market men’s deodorant to women because they shop for men, for example, was based on none other than market research.

Yes, good old market research fueled by surveys and focus groups that has now evolved into real-time insight with the help of the digital era. Or, as Mark O’Brien of DDB Worldwide said at Advertising Week, helping agencies “get the right message to the right people in the right place at the right time.”

Continue reading at AdAge.com