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By Nate Gibby, June 8, 2010 10:27 am

In a recent article published by Mediaweek, author Denise Lee Yohn postulated that the drive toward social media and analytics by CMOs was causing marketing to lose its creativity. Lee Lohn wrote:

All this focus on social media and analytics seems to be sucking the creativity out of marketing. Time was, brands developed big ideas and delivered and communicated them in unique and creative ways. Now it seems marketers are only interested in tactics and metrics…Certainly media and communications have changed, so a big TV spot or newspaper campaign probably isn’t the right approach for transformational marketing.  But lately it seems the pursuit of breakthrough marketing creativity has taken a backseat to work on more predictable and achievable efforts.

While there is no question to Lee Lohn’s notion that creativity plays a vital role in the effectiveness of marketing, the concerning part about Lee Lohn’s article is that it positions creativity as the finality of the marketing process. Continue reading 'Marketing Losing Its Mojo? Not So Fast'»

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By Nate Gibby, May 28, 2010 10:01 am

The publication touts the 100 most creative business people

It is only responsible for Fast Company to publish an article about a CMO’s balancing of creativity and analytics in its most recent issue featuring the top 100 creative people in business. After all, Serfwerks has been touting the need for using data and analytics to drive the creative process (see Unbounded Creativity parts I and II) in marketing since its founding. We’ve seen too many cool and creative ideas and approaches to marketing flounder when it comes to what matters most to business—driving bottom line results. Continue reading 'Thoughts on Fast Company’s CMO Balancing Act: Marketing Creativity vs. Analytics'»