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<a href="http://www.accessmylibrary.com/coms2/summary_0286-21948858_ITM" title="Facts and information about Advertising doesn't work: the world's ad industry gathers in Cannes this month to honour their work. But, according to marketing guru Sergio Zyman, most of what will win awards is a waste of time and money.(Excerpt)">Advertising doesn't work: the world's ad industry gathers in Cannes this month to honour their work. But, according to marketing guru Sergio Zyman, most of what will win awards is a waste of time and money.(Excerpt)</a>
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Advertising doesn't work: the world's ad industry gathers in Cannes this month to honour their work. But, according to marketing guru Sergio Zyman, most of what will win awards is a waste of time and money.(Excerpt)
SIMPLY PUT, THE GOAL OF advertising is to sell more stuff to more people more often for more money. And back in the beginning it did exactly that. Somewhere along the line, though, something went terribly wrong. Instead of focusing on their clients' consumers, ad agencies and advertising executives at companies fell in love with themselves. And instead of trying to help their clients increase sales, they hid behind their creativity, shrouding themselves in mystery and concentrating on coming up with award-winning (or simply spectacular) ads that end up more as works of art than works of communication.
This whole thing reminds me of a story I used to read to my ...
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