Creative

It has been 16 years since Facebook's founding and Google's IPO in 2004. Marketing, media, and creative players rushed in to master the new digital and social innovations across all viewing platforms. Complexity replaced simplicity and has grown without bounds. Excess complexity is a disaster. It's time to eliminate it.

“Ideas and numbers” have always had an uneasy alliance in marketing. To creative directors, designers, and copywriters, creativity is an instinctual process of building emotional bonds with consumers. Bring in too much quantitative analysis and the magic dies.

I am constantly amazed by the way people make assumptions based on data. In response to learning that people only watch online ads for an average of a few seconds what is the typical response? Make shorter ads. Maybe instead advertisers ought to invest more time and effort into creating better ads?  by Nigel Hollis

It’s one of advertising’s most delicate balancing acts: to create a global campaign while retaining maximum local impact.

Marketers have probably heard the phrase "own your data." The natural tendency is to think this applies only to the stream of media, audience, conversion, and sales data coursing through the advertising fire hose. But marketers navigating the modern marketing landscape must also take ownership of the data behind all their brand creative.

Talk about brain waves. Emotions, of course, are neurohormones, chains of amino acids produced mainly in the hypothalamus to carry messages throughout the brain and the rest of the body. It takes about six seconds to synthesize a human emotion, according to the neuroscientists at 6seconds.org, a nonprofit organization that promotes "emotional intelligence." Each chemical burst lasts between four to seven seconds, from the time it's produced until it's completely broken down and absorbed.

Change the Ref, in partnership with Alma, is trying to bring attention to who is actually behind these Instagram posts and start a conversation about the need for stricter regulations on social media for firearm manufacturers.