Creative agencies (and the Marcom teams at their clients) have a few massive blindspots. The biggest gaps (in my opinion as a fancy Group Brand Strat Director at an A-List agency) concern a few overlapping themes/cohorts/affinity groups: 1) We obsess over the bleeding edge of what’s trending instead of what’s mass (to the detriment of mass communication), 2) We have no clue what is happening in the inner lives of the hundreds of millions of Americans who watch every NCIS spinoff, 3) we misunderstand what we create as a version of art rather than a tool of persuasion.
Creative agencies (and the Marcom teams at their clients) have a few massive blindspots. The biggest gaps (in my opinion as a fancy Group Brand Strat Director at an A-List agency) concern a few overlapping themes/cohorts/affinity groups: 1) We obsess over the bleeding edge of what’s trending instead of what’s mass (to the detriment of mass communication), 2) We have no clue what is happening in the inner lives of the hundreds of millions of Americans who watch every NCIS spinoff, 3) we misunderstand what we create as a version of art rather than a tool of persuasion.