Digital in Ad land
Out of context: Reply #15
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- vaxorcist0
process.... and mindset issues... it seems to be improving over time
In silicon valley, the idea is to iterate quickly, fail first a few times and hit a home run, this is normal and good, you get the bad ideas out of the way fast...
In ad agency land, many account execs are more worried about "screwing up" than they really desire a home run hit, I think this may come from the TV and print background of agencies, not sure....
.... so I've seen a series of ad agency projects where we had to work in great detail on an idea we knew wasn't user tested,and wasn't really tested out on anyone.... only to have users complain at the end, when we finally did user testing, then we had a frantic attempt to do major idea revisions at the last minute....
I've seen agencies take 2 approaches to fixing this...
1 outsource all development
2 finally listen a bit more to "digital natives"- So true!
I'm going through the exact same process working with an american brand/ad agency. So frustratingFallowDeer - lolz @ "digital natives"ideaist
- So true!