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...