Let’s get this straight. Traditional advertising is dead. Stop paying your creative agency the equivalent of a four-bedroom villa in Dubai Hills every year just so that the agency’s ECD and the creative team can go on booze-fuelled lunches and call them ‘brainstorming’ sessions.
Unless…
Every single concept they commit to is backed by real science. Real data.
Believe me when I tell you this; I am not raining on the creative parade. Far from it. All I’m saying is your creative message needs to be concretely rooted in real facts.
I was a traditional Creative Director for many years. I know how we work. We come up with a concept first and a rationale later. The correct
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