Ever Have This Conversation?

Somewhere, at this very moment, a marketing director is in a conversation with his or her agency. The client is asking the agency to squeeze more information into the advertising -- which is composed largely of 30-second commercials.

They are correct to ask.

The agency is pointing out that there simply isn't enough time to accommodate more copy points. To say too much, they argue, is often to communicate nothing at all.

They, too, are correct.

We had those exact conversations with our clients countless times in years past and came to this conclusion: The problem isn't with the request, nor with the denial. The problem is with the medium.

A medium that simply isn't built to house larger stories nor, for that matter, to allow you to quickly measure the effect of smaller ones.