So next month will brings us Cannes, and the new Cannes Creative Effectiveness Lions.
Never mind how a bunch of judges from different countries will try to define effectiveness in marketing. We have enough problems defining it as it as:
No matter what anyone says, advertising and marketing are rife with uncertainty. One thing is for certain: Clients want results. And they’ll determine exactly what results make a marketing campaign effective. “Everyone’s talking about it” could be a determining factor for one client, and increased sales will be a factor for another.
It’s the subject of my new column on Talent Zoo, which will be on the home page tomorrow.