And the Clio Goes To…

…the clever ads that don’t track their results, and probably lost money for their clients. Hooray! Perhaps I’m the only marketer alive that still thinks advertising and marketing is, now more than ever, about selling your stuff. (Please prove me wrong and comment here!).

Here’s the link to the clio article.

I have had way too much discussion lately with folks who still want to brand, but don’t take the time to realize that clever is out and relevant is in. By that, of course, I mean advertising/marketing work needs to produce measurable, real-world results. You’d think that after seeing how effective offer positioning and measurable marketing techniques are these days — even in these tough times — that folks would be using deep dive analytic crunching and testing until it hurts. Sadly, the education needs to continue.

I continue to read about the “hot creative shops,” the “killer idea,” “sexy work” and the “clever concept” way too much. Ask yourself if these brands fall into those categories:

Amazon, Netflix, GEICO, Hyundai or Head On.

Their ads are not sexy. Many seem stupid. Yet, they are making money in bad times because they are applying measurable marketing techniques to their advertising.

Let’s hear some rants and begin a social revolt against ineffective advertising/marketing. It’s up to you. Personally, I’m just sick and tired of idiocy and just want to produce advertising and marketing that works.

Then, my world will be happier.