Be it brand development, product promotion or otherwise, the goal of advertising is, ultimately, to move product which is why when I read comments like this from creative people, it makes my skin crawl.
“Some [marketers] see work (at Cannes) they could never approve,” said an executive creative director. “Some clients have the misconception that the work always has to be strategic and get upset when they see an ad that wins a gold, silver or bronze and they ask ‘Where’s the strategy in that?’ Some corporate guys don’t get it.”
Don’t get it? WTF. Dude, you don’t get it. Not a single piece of advertising should be without strategy. Advertising is not an art contest. It is a means to move a business forward. Sure, go to Cannes and schmooze the week away and rub elbows with the cool people of the world but don’t utter bullshit like this. Advertising is a form of marketing that is designed to make consumers aware of a product so they buy it. You want art – go paint a picture. It’s really very simple.
