For over 50 years Madison Avenue has created an attitude mimicked by many ad agencies, one that elevates form over function. The many advertising industry awards presented each year testify to this mindset, that creativity and image are more important than results.
At WEB3Direct, we reject this notion, and wonder how it ever got accepted in today’s business environment. We celebrate the art, the creativity of marketing. But only as far as it contributes to the success of our clients’ brand and campaign strategies. We hope we never win a national award for a multi-million dollar Superbowl spot that bankrupts a company, as so many have. When we create marketing programs and collateral for our clients, this one qualifier is foremost in our mind: How can this further the success of our client’s program and brand? Function drives form, not the other way around. And if a traditional ad agency-type tries to tell you otherwise, call security.
