Kevin Lynch
May 23, 2012

Five things you can do to avoid 'placebo marketing'

Placebo marketing is that which makes marketers feel better but doesn't actually do anything to help the brand. Kevin Lynch, executive creative director at Energy BBDO and senior vice-president and creative lead at Proximity, shares five tips for avoiding it.

We’ve all been guilty of it. We’ve launched a campaign that nailed the strategy with flawless executions that had all the target market-relevant cues, and left the online community all a-twitter.

Only, the campaign didn’t actually help.

It didn’t really alter people’s perception of the brand or change their behaviour. And beyond the brand’s biggest fans, it never was as buzz-generating as our case study videos made it out...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

F1 puts fans in wind tunnels for global 'Engineered insanity' campaign
19 hours ago

F1 puts fans in wind tunnels for global 'Engineered ...

Visceral thrills come to the fore in the sport's first-ever global marketing campaign.

Photos: Cathay Pacific and McCann take in-town check-in to a new level
21 hours ago

Photos: Cathay Pacific and McCann take in-town ...

The airline built facsimiles of its check-in counters and gates in a busy shopping district.

Online bookings popular with small meetings:
1 day ago

Online bookings popular with small meetings: ...

More venues and hotels are aiming to implement automated booking processes.

Nielsen makes retail push with VR store simulation
1 day ago

Nielsen makes retail push with VR store simulation

The company showcased a VR-based tool for evaluating point-of-sale effectiveness yesterday in Singapore.