Mythbuster: Replace ads before they wear out

Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.

Mythbuster: Replace ads before they wear out

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 ads always need to be replaced before they wear out.

We were briefed on a new campaign the other day, but we couldn't understand why. The campaign to be replaced had only run at modest weights. And early indications showed positive effects on sales. Why think about changing so soon? We started thinking about this common dilemma: when to try something new, and when...

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