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The expectation that with increased automation in our industry, we can all do more for less. We seem transfixed on commoditizing the inputs without putting the proper emphasis on the outputs. The model is backwards. —Nick Pahade, president, Denuo Group, New York
Executive creative directors starting design departments. Didn’t we learn anything from the ’90s? —Copytesting. Too many companies are using flawed methodologies to gauge whether an ad will work. Marketers would be better served to spend more time and resources to understand their audience before concepting, not after.
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