Here’s an insightful post from Seth Godin about the paradox of creating what ultimately is an artistic thing (an ad) and basing it on proven formulas and stats. There’s a point when your creation really can’t be explained and verified (at least not in the scientific mind). But the account person is sure as hell gonna try. Here’s part of Seth’s post:
Some marketers are scientists. They test and measure. They do the math. They understand the impact of that spend in that market at that time with that message. They can understand the analytics and find the truth.This sort of marketing works when it works, but it usually doesn’t. That’s because we’re dealing with humans, the wild card in the system.The other marketers are artists. They inspire and challenge and connect. These marketers are starting from scratch, creating movements, telling jokes and surprising people. Scientists aren’t good at that.
The problem is caused by two things:1. Outsiders are confused. Which are we? When we’re artists sometimes and scientists other times, we often seem like charlatans, because we’re associating scientific results with artistic endeavors.