Creative execution can’t save a bad advertising strategy

A wise man in advertising once said that 99% of the world’s failed ads fail before the creative team even gets the assignment. That’s because strategy is critical. Even great creative work can’t save a bad strategy. But what we have here is something else. It’s that rare combination of bad strategy compounded by bad creative, then multiplied by the combined effort of four different companies — three of whom are actually competitors.

Read the full story here

Leave a comment

%d bloggers like this: