Public Relations & Social Marketing Insight

I don't completely agree, but I understand why he states it.

The articles stresses that the media world is filled with costly creative that neither builds brands nor sells products. traditional advertising and marketing firms have overinvested in creativity  while consistently underinvesting in meaningful metrics. I feel that today's consumers are very tech-savy and they can easily identify the lack of credibility that some marketers attempt to facade with creativity. Therefore, marketers should consider investing their resources in technology, data and accountability to establish the brand's credibility.

Creativity in Advertising:

Is is possible that businesses can be too create? An attention-grabbing alternative to creativity in advertising is that marketers are been told they do not need more creativity due to the stress and chaos it causes to competition, arguing that traditional advertising and marketing firms have suffered from over investing in creative advertising while consistently under investing in meaningful  metrics.

With a conclusion that the key to success for social media sites such as Google, Facebook, Instagram is their creativity is measurable, trackable, and accountable. That’s a winning combination; this is what brand managers should be focusing on.

The key judging by this article is the accountability, which enables greater creativity as creativity becomes less of a focus point than a measurable means to a business end.