The right side of the brain!

Advertising features that are less effective are becoming more common, while features that are more effective are becoming less common. Effective, right-brained creativity is under threat from multiple angles; we need to recognize it, protect it and nurture it. Many of the problems that currently beset advertising, including short-termism and the death of the creative multiplier, can be traced to an “attentional shift” that is reflected in the different ways in which the left and right hemispheres of the brain attend to the world. Gotta target the “right side” of the brain. GO CHANGE!!!