Marketers: Is Creativity In Advertising Dead?

Have you seen anything lately that you thought was a creative approach to a consumer business? I'm talking about something that isn't a social networking or mobile business, but instead is an established product or service that is extending its brand in a way that puts competitors on the defensive. While speaking at a recent event, the moderator asked my co-panelists and me if the pendulum had swung too far toward short-term returns rather than long-term marketing and new product development. We collectively agreed that while improving analytics and financial discipline is a good development, marketers are currently shortchanging the creative side of the equation.

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