Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
Advertising creatives are a notoriously fickle bunch. We spoke to several to come up with the surefire ways to land on their bad sides.
1. Make them work on banners.
2. Start talking about metrics and analytics.
3. Go into excruciating detail about RTB, DSPs, SSPs and DMPs.
4. Show them a media plan spreadsheet.
5. Let them know that the client cancelled the campaign after they spent a full holiday weekend working on it and now there is new one to get started on ASAP.
6. Ask them to make the logo bigger.
7. Have them push around at least one ad element by two pixels after “final client approval.” Do that four times.
8. Proclaim metaphors are for sissies.
9. Tell them that media is more important to performance than creative and then show them empirically.
10. Take away their Mac and make them work on a PC.
11. Insult their black-rimmed glasses.
12. Tell them that the concept is too derivative of previous advertising concepts or executions.
13. Put them on the phone with a client.
14. Shoulder surf.
15. Critique their work in front of them to a client.
16. Defend the client.
17. Ask if they work in PowerPoint.
18. Put them on a B2B account.
19. Tell them they’d be better off crossing over to the brand side.
20. Change the office dress policy to “business casual.”
Image via Shutterstock
More in Marketing
In graphic detail: Six thousand brands later, ChatGPT ads still have a conversion problem
OpenAI has ambitious ad revenue targets, which depend on advertiser demand, measurement and monetisation.
Agencies find AI overuse is leading to brief bloat
Agencies and marketers now frequently use AI tools to create media and creative briefs. But the practice could be a canary in the coalmine for AI overuse in advertising.
After DoorDash’s Instacart bid, here’s the case for and against consolidation in commerce media
The DoorDash-Instacart deal could accelerate commerce media consolidation, promising scale but risking higher prices and lock-in.