The beginning of a new campaign is a very exciting time in the life of a marketing agency. We conduct the necessary research to accurately identify the target market, we gather the intelligence we need to devise a message that will appeal to a certain audience, we know the demographics, we understand the dynamics of the particular marketplace and we bring the best and most creative minds together for the intense brainstorming sessions that will bring the compelling messages to life.

There are many answers to the above questions, but I will focus on only one aspect of a phenomenon that pervades the marketing industry today. It is the fact that the individual human being, the person with his or her own set of unique thoughts and feelings that we are trying to motivate into measurable action, is lost in the equation. Marketers tend to forget that, no matter how many millions of people see or hear an ad, it is really only experienced by a vast collection of individuals, not by a collective mind. Read more…