I just got schooled this past week at the Association of National Advertisers Masters of Marketing Conference in Orlando, along with 3,000-plus industry colleagues.
You see, I’m a data- and direct marketing- junkie. Advertising is worthless if it’s not accountable and measurable (check and check). As I was reminded repeatedly this week — it also must be memorable (not always checked).
What does this mean? That in today’s always-on but distracted consumer marketplace, the ad message must tell a story. It needs compelling creative, a message that resonates, and a big idea that’s transparent and authentic and unique to a brand.