A new creative manifesto

Shaun McIlrath

Argues that agencies should stop worrying about producing creative masterpieces and start considering the needs of their clients.

A new creative manifesto

Agencies need to stop worrying about producing creative masterpieces, and start considering the real needs of their clients

Shaun McIlrath

Mass marketing is dead. I know this for sure. Unfortunately, I have no proof, only a body of circumstantial evidence. And worse still, the fans of mass marketing refuse to acknowledge its demise. Like Elvis, I hear rumours it has been spotted in supermarkets.

However, a closer inspection of the products in these monuments to mass marketing reveals that there are now up to 15 different variants, marketed separately to individual groups through specialist media. The...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands