Good news, people-after years of research, we've finally identified the problem with contemporary marketing: It's too creative. That's the scoop according to Bob Plishka, a senior account supervisor for a New York PR firm. Writing in a recent issue of Marketing Tools magazine, Plishka describes how an early overemphasis on creativity has been setting up generations of marketers for inevitable failure: "From the day our preschool teacher dips our fat little hands into pots of finger paint, we are encouraged to 'be creative.' The concept is drummed into us to the point where we might very well regard creativity as an end unto itself." But doesn't creativity sell? "No," writes Plishka. "In fact, creativity can easily detract from your key message, a reality that escapes many communicators today."
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