Want to hear what Mark Ritson had to say as part of WARC's x LIONS' Creative Impact track at the Cannes Lions International Festival of Creativity? Check out Sam Peña-Taylor's post below.
In his Cannes debut, the writer, academic, and erstwhile #Cannes Lions refusenik Mark Ritson took a hatchet to the idea of creative supremacy, arguing that creative is an important part of ad #effectiveness, but a very small contributor to marketing effectiveness. Creative work matters, but it matters at the very end of the marketing process: to the advertising. Marketing is not just advertising. Advertising is a tactic that should follow strategy, and even more importantly, diagnosis of the consumer need. Our story in this morning’s WARC newsletter: https://lnkd.in/e7waS4zH Sign up for our free daily newsletter here: https://lnkd.in/eP3xPN-R
