I was having lunch with a client a while back and we spent a good bit of time debating the classical argument of advertising relevancy versus advertising creativity. He favors the classical -- just get the message in front of the appropriate target and it will resonate. But I countered that given the level of noise in the marketplace today, relevancy alone isn't enough. If we are not giving consumers a reason to pay attention for 5, 10 or 30 seconds, beyond simply relevancy they, for the most part, won't. I say for the most part because Infomercials continue to work, yet I'd think anyone would agree they are not creative in the least. But they work, which would seem to bolster my client's argument. So what do you think? Does creativity rule or relevancy? Or is it some mix of the two.
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