The decline in creative effectiveness through the 2010s has been much discussed, with plenty of potential reasons cited. Marketers have been accused of a short-termist myopia, of being too rational, too left-brained, and of focusing on awards and not business impacts. As well as this, it has been argued that measurement is to blame: by concentrating on data and not on gut feel, have marketers lost the essence of what constitutes great advertising?
As part of Thinkbox’s Demand Generationevent in November 2019, I put forward a case that measurement as a practice is not to blame, but that...