Mythbuster: Marketing always needs to make sense

This article argues that often the most effective marketing doesn't make sense, and cautions against rational, cost-benefit marketing missing these ideas.

Mythbuster: Marketing always needs to make sense

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that marketing always needs to make sense

Many years ago, we worked on a tea brand. It had strong sales and had led the market for many years. It benefited from a very popular long-running ad campaign and was bolstered by very stable numbers of buyers, whose habits seemed ingrained. It was hard to see this situation changing much. They rarely do.

So when word...

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