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One of the most dificult things an agency has to do is justify to clients why they pay us all this money. This is particularly vexing if the agency can’t demonstrate a direct relationship between its endeavors and its client’s business result.

So agencies create midirection and false goals. You’ve probably seen them all: awareness scores, copy test results, gold statues… not exactly sales results, but close enough to fool most clients.

Agora uma crítica aos masturbadores de pesquisa que julgam entender o que passa na cabeça das pessoas:

“A close friend of mine is a psychiatrist and former medical of a large behavioral health organization. In our conversations about psychiatry and the human condition, he frequently makes the point that behavior is often unfathomable.

It occured to me recently that his years at Harvard and Johns Hopkins may have been wasted. If he wanted a prfound understanding of human behavior, all he needed to do was spend a little time around account planners. All They need is a few interviews, a few groups, a week in the field, and bingo… insight!

I suppose we are fortunate to have people of this caliber in our industry. As for me, I’m afraid I have a hard time understanding human behavior. Ass a mate of fact, I have a hard time understanding my own behavior.”

Espero que você tenha gostado, pois eu copiei a porra desse texto na mão.

Mais provocações elevadas e elegantes no livro The Ad Contrarian, em pdf.

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