This morning, our account executive Anna shared with us a piece she read from Advertising Age. The piece, entitled “Why Metrics are Killing Creativity,” really hit home to those of us in the ad world.
Don’t get us wrong; metrics definitely have a place of importance in the ad world. We are realistic, we know our clients have to measure success somehow, to see a return on their investment. But it becomes tough when we’re ONLY thinking about numbers. When metrics inhibit taking risks or executing strategic creative because we’re not considering anything but how many impressions, leads, clicks, conversions, etc. we’re going to get, we’ve become sorely misguided.
While numbers can’t be everything, neither can creativity: don’t do it for the sake of doing it. This is where strategy comes in. Having a cool ad is one thing. Having a fresh, big, new campaign that is targeted at your audience and will resonate with them on an emotional level is another. The latter, if done with strategic purpose, can (and will) deliver the numbers and metrics that we rely on. But to get there you have to put the metrics aside and step outside of the numbers box.
And as much as metrics has become the norm for measuring success, we cannot and must not deny the emotional aspect of branding. Emotional connections are what cause people to identify with brands. Its the break from the norm, the challenge of convention, that stays with consumers. Not the numbers.