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...

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