Metrics vs Creative.

Metrics vs Creative.

Due to the explosion of new tech marketing is becoming a science.  Performance is measured with precision instantly. Consequently, marketing has become risk adverse. No one will approve a campaign that may show low numbers. Numbers rule. Want proof? Look at the sameness in the market.

Creativity, on the other hand, loves taking chances. Copywriters and designers seek undeniable originality. That bold quirky concept might hit, might not or inexplicably after a lag resonates bigtime. Nothing is learned from failure because that same idea at another time and context may succeed spectacularly. 

Obviously the efficiency of marketing is necessary to guide strategy.

We creatives are just asking for a little more room to play.