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That conversation is going on for a while now. Online advertising (and I say this as a “digital” guy”) is a big bubble of bullshit reinforced by the likes of fb and google. Adidas recently came out and said they totally overinvested in digital ad spending and performance, and once they reviewed their attribution models, they realized brand building and growing brand awareness through a healthy mix drove more revenue across channels than anything. Brands are finally waking up to this and looking at rebalancing those Budgets. So that means we agencies get to do some real stuff again rather than produce shit formulaic assets for shit digital media-driven carpet bombing


To me, this article just reads “Things as we know them change and evolve” in a dramatic manner.

e.g. Cars as we know it, are dead.
[/insert convo about EPVs and subscription models to self-driving google cars]

To me, it’s about how we have put too much faith in technology and lost the art of account planning, which was based on consumer insights and a big idea.

Nowadays it’s just “XYZ product is 40% off but now!” And putting it social media advertising in the hopes of reaching as many people as possible.

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