Jacob Wright
Apr 24, 2019

Agencies: Resist the urge to be fake consultants

Why the Accenture/Droga5 deal means ad people should become even more like ad people.

(Shutterstock)

Twenty-five years ago when I was an undergraduate, I learned about a psychological phenomenon called “adaptation to stimulus”. This means, for example, that if you rest your hand on a table, at first you are highly aware of the table, but very soon the physical sensation of its hard, smooth surface disappears. In much the same way, if you buy a new pair of shoes, the first few times you wear them you are suffused with a feeling...

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