October 20, 2020

Internet of Things / Creative

The term "Internet of Things" is what happens when you use analytics to run all of your Creative people of out the world and are then stuck with asking the people who remain to come up with a name for an industry trend.

Oh, I get it. I spent plenty of meetings in my career just wishing that I didn't have to listen to another discussion about whether we could hire "Catherine" because her "essence" fit the "spirit of our brand" (fyi - I am aware of two companies that competed and both felt that the exact same model fit the essence of the spirit of their brand, and it was fascinating to know how each side felt given that each other side had no idea how the other side felt). But now we're in 2020, and I just wish there was one (1) Zoom where a Creative individual was even bothered to participate.

I had a discussion with a CEO ... and he told his team on the group conversation that all he needed was a product ... any product ... and with the right promotion he could get any customer to buy the product and didn't need marketing or creative or merchandising to be successful. At first I thought his thesis was ... well, I thought it was "out there".

But there is something to his argument as it related to a pre-COVID world. He didn't care about marketing, creative, and merchandising. He cared about the "offer".

Anytime the world changes, something is gained and something is lost. As Analytics weeded out all the waste in Creative, we lost the Creativity in our businesses. Maybe in a post-COVID world we can do something about that?


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