Hasta La Creative!

When the U.S. was climbing out of the Great Recession, the prescient economist Nouriel Roubini wrote: “Nobody’s ever cut their way to prosperity.”

Of course, financial responsibility and efficiency are core to our business. But the increasing focus on treating media as a commodity threatens a big opportunity to transform the advertising media business into something more valuable and effective.

Historically, the industry has focused on delivery, accompanied by client directives to cut costs. But in our attention-starved world, “cutting costs” mostly leads to reduced effectiveness.

Continue reading at AdAge.com