So, here I am at ad:tech. We came in late to the keynote, but got to watch the second half of a dry, read-from-notes tour of one agency’s “multicultural” promotions. It was littered with meaningless results numbers, and punctuated with a slide touting the success a major campaign that primarily cited impressions.
Aren’t impressions something you just buy? Isn’t this just marketing-industry bling, showing off how much money you spent?
Another gem, regarding CGM: you have to protect your brand, “you don’t want people doing things they shouldn’t.”
I do hope the innovation coefficient goes up from here.