Monday, March 8, 2010
Download the show directly here.
Topics: (Brogan’s day rate isn’t really a topic.) But, other stuff is! Why Hulu will die, why Oscatisers should die, why CBS underwear haters should die, and why metrics that kill creativity should die. That last one being the most debated topic of the show, and where I go off on metrics as being the enemy of creativity. To clarify my rant: It’s not that I see little value in metrics as applied to the creative process, I do.
Specifically, demo-pyscho-graphic whatever that reveals certain behaviors in the context of a creative brief to execute against, or looking through company history for little factoids that become the basis for entire campaigns. Info such as “The audience is males 22-30 who drink beer and watch ESPN” could be for any brand, which sure ain’t the deepest of dives. (I mention the breakdown of Subservient Chicken by its creatives as an example where data meets freak.)
The problem becomes when clients discussing metrics lump everything together under the banner of impressions, as if that’s the only thing that matters to them. The media agency then comes in and uses as broad a range as possible to describe males 18-54 in almost all their decks regardless of product, then sells the brand on the idea of delivering millions of eyeballs and says “Oh, by the way, we’ll throw the creative in for free.” Creative which ends up being little more than an average banner campaign.
(I also mentioned the new social cause called Hello Rewind.)
Also on the panel: Joe Jaffe, Scott Henderson, Jim Louderback. Follow the crew on Twitter: TheBeanCast, mtlb, Jaffe, Jim and Scott.
Tags: The Beancast