Hasta La Creative!

The marketing cost-consciousness that started in the Great Recession has intensified with the past year’s uproar over production costs and “kickbacks.” Yet, so far, the industry conversation has missed a more fundamental problem that truly endangers brands: How we approach create commercials can’t sustain relevance, which is the epic challenge of our connected world.

Reaching potential customers with advertising that’s meaningful and compelling was the single biggest challenge cited by more than 300 advertisers in a poll this summer by Advertiser Perceptions.

To meet that relevance challenge, we need to overhaul a creation model that hasn’t changed fundamentally since the 1960s. You know, the agency, the client and the production company show up with a script and a shot-list, and execute it with an air date looming.

Continue reading at AdAge.com