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Hey, Enough Focus On Creativity. Give Me More Investment In Metrics

Michael Schrage gets on a soapbox calling advertising creativity "a bit of a con job" -- and all the industry really needs is the metrics to back the campaigns. "The better argument is that traditional advertising and marketing firms have pathologically overinvested in creativity while consistently underinvesting in meaningful metrics," he writes. The "secret sauce" of campaigns on Google, Bing, Yahoo, Twitter, Pinterest, Instagram, and Facebook has been -- and will be -- the ability to measure, track and remain accountable. That means measuring creativity.

Read the whole story at Harvard Business Review »

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