Some things don't (shouldn't & won't) change
Patrick Chapman
Fractional Marketing Director/Chief Marketing Officer/Marketing Consultant
Whilst pretty much everything has changed in the world since advertising legend David Ogilvy was breaking new ground creatively in an array of client advertising successes, one thing still holds true for agency clients, 'if it doesn't sell it isn't creative'...it's just a nice idea.'
Often what's highly creative doesn't sell products and what does sell products isn't highly creative. The core to being successful with strategic creativity to end customers is, engaging with them to influence behaviour to buy what's been sold not to impress them with award winning adverts. The only award the client is after is a sale. Ogilvy new that back in the day, he was right then, he's right now and he'll be right in the future.
Now, where did I put that wonderful Cillit Bang product that works brilliantly....aghhhhh that annoying Barry Scott guy!! Need I saw more?
https://www.thedrum.com/news/2016/05/16/marketing-moment-49-david-ogilvy-becomes-ad-man-1948