Why do creatives look at you like you’re speaking in tongues when you bring up proven marketing science/effectiveness principles?

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You’ve affronted their bedrock belief in the superiority of vibes over data.

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This. All day.

it's not the language they naturally speak - find less academic ways to get your point across

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100%

Cause they don’t care. The only things they care about is winning creative awards and their book.

Sure, they’d like the work to work, but they don’t actually care enough to learn what that entails.

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Strategy director 1 is spot on, but I'll also notice that there are strategists who also go off of 'vibes' and one data point as a proof point.

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Because strategy and creative are still two cultures with their own lore and their own honor system.

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Yes ... Like Miyagi-Do vs Cobra Kai

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They have trained to be good at something else. After that discussion they went back to their desks and said “did you see the blank stare when we mentioned the cadence of the VO?”

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Haha, totally.

“Proven.” Heh.

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Do you have any specific examples of effectiveness principles that had a push back?

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I can't believe how many slow unfolding :30 spots get presented that you have to watch with deep attention for the payoff that doesnt happen until the 0:25 mark. The brand's first and only appearance in the spot happens at 0:28.

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A lot of it is about our bosses’ expectations. This is something you need to sell from the top down, not the bottom up. Because if you’re an ACD and your strategist gives you a solid framework to follow, chances are good you’ll follow it if you aren’t worried about your ECD being up your ass about it.

Some people like to reinvent the wheel every time.

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Because the fundamentals are lost on a lot of folks in advertising nowadays. I also see the relationship between creative and strategy eroding. Two different disciplines with equal amounts of ego.

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You need to speak to them in their language. What is your process with creative at the moment?

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