We Need An Effective Definition Of Effectiveness

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.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.