WE DON’T NEED A SYSTEM 3

It’s becoming a full-time job, this. No sooner have you buried one fashionable ‘theory’ than another one pops up, fresh out of the oven, dusted with neuroscience-adjacent sprinkles, and ready to be wheeled into the next strategy away-day on the pastry trolley.

You dispatch one (left-brain/right-brain, brand purpose or the latest attention/effectiveness metrics that promise to quantify the unquantifiable – then along comes another donut with more glazing (just as empty at the centre), making a banal observation on ordinary human behaviour sound like a breakthrough. At this point, you start to wonder whether the advertising industry is less in the business of understanding people and more like the Krispy Kreme Factory, endlessly rebaking the same ideas but with different frosting.

Read the rest in Eaon’s latest article for WARC (World Advertising Research Centre)