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Hello All, I have been selected in the interview at NTT DATA and also submitted documents as requested by Recruiting HR. However , it's been a 10 days after docs submission but haven't received any call from HR for salary negotiation. On email follow up with HR, he said he is on it and will come back to me soon for further process. Any views.NTT DATA
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Part of the reason our industry endures at all is because it’s impossible to attribute sales to any one factor, let alone a single campaign or piece of communication.
Advertising doesn’t directly drive sales. I can get you to the car dealership, but if the dealer sucks or the car isn’t that great, that ain’t my fault.
It’s better to have incentive comp tied to sales success. But to have your base comp tied to it gets really hard. Unless your model or specialty is direct response.
True.
I guess my thinking is that it would force all of us dig deeper in terms of what is creative and almost because more like the strategy consultancies (mckinsey, TBG, etc).
I could see that going well with companies that allow enough creative freedom to make it worth the effort...and absolutely terrible when it comes to the companies that demand things that we all know are going to fall flat the second we hear about them.
I'm pretty sure the creatives would balk. Guaranteed money is guaranteed, and even if a campaign is good an approved, not knowing if bread will be on the table when they get home will drive way too many away.
Things would become even more corrupt because most brands, agencies, and the people working within them do not know if or how their marketing works.
You ever “spin” results for a case study. Now imagine your livelihood depended on a brand tracking report. The amount of pressure on research companies would be immense (from both sides - the client who wants to attribute as little as possible success to advertising and the agency who says it’s all because of their work).
This could only really work for D2C brands where you set up some sort of a commission model on campaigns where you can directly attribute sales.
But most of those brands have realized that it’s a competitive advantage to invest in above-the-line advertising (typically as an attempt to deal with shrinking profit margins). And it’s that stuff, the long-term brand equity building work that creatives actually like doing, that people are very poor at evaluating.
Maybe not from sales, but other sorts of conversion metrics.
Direct response 👀
Which specific Coke ad made you buy your last can of Coke?
Probably the one brand that has actually gotten me to pick up the product. I totally agree with your sentiment but, but “try not to hear this” actually made me want to get one.
Well we already know what happens to creative that has to meet some random metric, because it’s exactly what happens to work that goes through focus groups or is “optimized” by endless A/B testing … so imagine a much worse version of that where we (creatives) also all get paid way less, because of an infinite number of factors that we don’t control.
And we already know what happens when an industry that typically charges clients by the hour and doesn’t guarantee results goes to a “we don’t get paid unless you win” model - aka personal injury lawyers, who don’t get more creative to win cases, they just get extremely picky about what clients they’ll take.