Sin No. 1
And in many ways this is the biggest sin of them all!
The total lack of genuine accountability and effectiveness. More and more evidence is emerging that there is ample justification for questioning a major advertising pretension that it does, indeed, work at all!
The repetitious cry and certain belief that “creativity” is the answer to all marketing problems – it isn’t and frankly never really has been.
It’s a given that all human knowledge is provisional but it is also incremental, the sum of what we know to day is…
