Looking beyond the last click
Joe Mandese
Recently, I have had some concerns that the advertising world is shifting towards cold, hard science, and away from the kind of art and creativity that defined its first hundred years. It is an ongoing progression that has been accelerated by the downturn in the economy and the need for increased proof-of-performance and metrics that show the return on every marketing dollar invested.
I'm torn about this shift, but I don't think it is necessarily all bad. Obviously, we don't want to lose sight of the human qualities that make advertising a craft,...