Turns out, every day as a creative professional, I’m in a Keynesian Beauty Contest.
I think we all agree that an artist is someone who seeks the beauty of truth, someone who, by exploring and expanding his or her own perceptions of the world, enriches the lives of those who experience his or her art. That’s what we creative professionals do all day long.
I just got back from a whirlwind trip to The B-to-B Marketing Conference in Orlando where I was the poster-boy for something that no Hacker-ite would have dreamed of just a few years ago:
Now, don't get me wrong. I'm a direct guy. If the writing, the creative, the offer, the strategy all aren't working on a particular, identifiable individual to take a particular action that...
Earlier, Brian Gilbert talked about non-addressable direct response media in this space.
That got me thinking about the creative work for campaigns across multiple media. I don’t think it’s necessarily a cut-and-paste idea for your creative team. The creative concept and tone ought to be different with non-addressable media than they are with mail – mainly because you’re talking one-to-many, rather...