Hello there.
It’s 2012.
But you
know that.
The fact is,
marketing
has never
been more
sophisticated
than it
is today.
Today’s
marketers
are smarter,
have more
tools at
their disposal,
and more
effort goes
into finding
the right
strategy and
approach than
ever before.
So why then,
when almost
all marketing
is produced
in this
professional
and exacting
way, does
so much
communication
and advertising
fall flat,
or not meet
expectations,
or fail
to inspire?
The real
problem is
that people
are more
bombarded
with
information
and
communication
than ever
before.
This means
that modern
consumers
have become
far more
adept at
filtering
information,
communication
and messages
than any
previous
generation.
And often,
commercial
messages are
the ones that
are filtered
out first.
The answer
to this
problem
isn’t new,
but it is
more relevant
and more
crucial than
ever before.
Creativity,
and the craft
skills of
great writing,
art direction,
design,
typography
and direction
are the vital
tools at
the disposal
of business,
skills that
make the
crucial
difference
between the
ignorable
and the
compelling.
Between the
whatever
and the
astounding.
Between a
campaign that
doesn’t meet
its targets
and one that
massively
exceeds them.
Creativity
and good
craft capture
the imagination,
communicate,
involve,
stimulate,
entertain,
excite.
That’s why,
even in this
era when
marketing
is so thoroughly
planned and
interrogated,
top quality
creativity and
craft is more
important than
ever to
business.
Because even
if what you
are doing
is spot-on,
it will
live or die,
fail or succeed,
by the way
you do it.