For a while now, there has been a glaring disconnect between performance and creativity. This disconnect has caused the marketing industry to be boring for those who work in it. Edwin Miranda observed that audiences and demographics only responded to media campaigns that take up the creativity that media campaigns should. The current situation however doesn’t reflect the demands of the audiences despite companies chucking out millions of dollars for advertisements to make a lasting impression in their sales and operations. The real challenge that advertising agents have is to successfully blend metric-based solutions that have a marked effect on cash flow, profit margins and market share with creativity that is audience friendly.
Edwin Miranda also observed that more and more consultancy firms are taking interest in putting the creativity back into the marketing industry. A good example that he brought to light was two consulting agencies that made the list of the World’s top agencies in 2016 as a result of their efforts in bring creativity back into advertising. More marketing agencies have supported the efforts of consultants through hiring them to meet their digital marketing needs that will in turn improve performance index.
With the new advancements in artificial intelligence and machine learning has allowed for all aspects of advertising to be quantitatively measured. Edwin Miranda however doesn’t support the use of technology for all advertising and marketing need as there is always the need for a personal touch. He further supports the involvement of the consulting agencies as their work has been proven to be effective since the beginning of the marketing industry. The ads they have created over time have proven to be highly effective and far reaching a factor that has only been made more effective with all current improvement on the technology scene. From his deductions it is clear that the race to integrate creativity into advertising isn’t lost yet.
For details: edwin-miranda.com/