Are creative marketing types a dying breed?
By Brian Halligan I have been thinking about my mom and dad sitting on their couch in 1979 watching “Dynasty” and being interrupted five minutes into it by an Irish Spring soap ad. Something remarkable happened after that ad played: my dad actually spoke with my mom about soap and they decided to switch from Dove to Irish Spring! I think of my parents today sitting on their couch watching “The Office” and being interrupted 5 minutes in by an Irish Spring ad. Something very different happens this time: dad grabs the clicker and either fast-forwards or turns to ESPN. In those pre-historic times before the age of cable, DVR’s, and clickers, I might argue that the key factors in order of marketing importance were time slot, segmentation match with the product to the audience, and then creativity/quality of the advertisement itself. In other words, it was important for the advertisement to be creative/good, but mom and dad were going to hear the message by hook or by crook. I have heard man
