Craig Mawdsley
Jan 9, 2019

Advertising effectiveness: A complex problem

Effectiveness is not merely complicated, but complex. It might help if agencies understood this important distinction.

Anyone who knows me may suspect at this point that this is going to be a pedantic semantic distinction of language, since I enjoy those. But it’s actually a good deal more important than that, because it goes to the heart of what we do every day.

And we’ve been getting it wrong as an industry.

A complicated problem involves a range of variables, steps and processes to get to a good...

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