Dave Trott wrote an article titled Big Picture vs. Pixels.
« The big picture was to keep the ship safe, not to keep the binoculars safe. But the people in charge couldn’t see the big picture, only their little picture. »
« In our business, the numbers are: £20bn spent annually on advertising and marketing. Of which 4% is remembered positively, 7% is remembered negatively, 89% isn’t noticed or remembered. »
« But when I’m trying to do that, what I’ll often hear back is:
“The colour you’ve used doesn’t exactly match the brand guidelines.”
“We could run more ads if we made the spaces much smaller.”
“We can fit a lot more messages in this ad.”… »
« But surely, the big-picture is to make sure the advertising is seen and remembered.
Not to tick boxes. »
