Mythbuster: Marketing must be serious

This article argues that marketing should not be too serious or self-important as light-heartedness helps creative ideas to surface.

Mythbuster: Marketing must be serious

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 must be serious.

Many years ago, we worked on a paint brand. Our agency had come up with a cracking new TV idea showing people up and down Britain painting different rooms in their homes, all set to a stirring song. We were convinced we were on to a winner, but when we showed it to the client we discovered an unexpected problem. One little...

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