On Advertising as Experimentation

An open letter to the Ad world with a lucid message for reinventing the business. We need more critical voices and a vision for the industry that marries ideas, creativity, technology and —gasp!— results.

I love a great commercial as much the next person and am in awe of the creative and strategic minds that create them, but modern marketing success requires a whole lot more than great ads. It demands that we think and act more like inventors. That we’re capable of creating new products, constantly experimenting with new ideas, technologies, content formats, and are more prolific. This requires significant but not insurmountable cultural and organizational change.
Advertisers Must Be Inventors

The longer it takes us to adapt the larger the effort needed to meet the new demands.