Why Most Advertising Fails

17 Nov


Because in the confines of the agency board room where it’s presented to the client one crucial thing is always missing – interruptions!  

The creative may look fantastic in a nice, cosy, plush boardroom replete with whiz bang AV gadgets and 60 minutes or more dedicated to deciding which creative option to go with. In the real world, stack that same creative up against the 5 or so other 30 second spots which are pitched at an audience that isn’t the brand manager and it has to work so much harder to stand out and get noticed.

So the next time you’re pitching or being pitched make sure to pinch yourself and remember that ad land does not equal the brutality and attention deficit disorder that is the real world.

  • Stephen

    Great post Mal. Would add back and forth design by committe which bluntens an otherwise sharp idea also plays its part.

  • Mal Gordon

    yep, and don’t forget the watering down by legal, finance, oh&s, the government and of course those who can’t tell strong creative from weak and have no marketing or advertising qualifications whatsoever yet are somehow involved in the process