{"id":100172,"date":"2025-02-20T21:18:12","date_gmt":"2025-02-20T21:18:12","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/the-annual-invisible-advertising-awards\/"},"modified":"2025-02-20T21:18:12","modified_gmt":"2025-02-20T21:18:12","slug":"the-annual-invisible-advertising-awards","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=100172","title":{"rendered":"The Annual Invisible Advertising Awards"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-936035649458431031\" itemprop=\"description articleBody\">\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">It&#8217;s holiday season which means it&#8217;s time to give awards for the <i>&#8220;_______ of the Year&#8221;<\/i><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Every advertising and marketing organization, publication, and media interest group is giving awards to\u00a0<i>The Real Time Online Digital Media Analyst Of The Year, <\/i>as well as other<i>\u00a0<\/i>heroic marketing and advertising practitioners.\u00a0Since it&#8217;s also a year that ends in a 9, they&#8217;re also giving awards to\u00a0<i>The Same Truckload Of Brilliant Geniuses Of The Decade.<\/i><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><i><br \/><\/i><br \/>\nI would like to start a new way to think about awards. I would like to recognize an ignored and underserved minority &#8212; the invisibles.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">My thinking goes like this. Having spent hundreds of years in the advertising business, there is no doubt in my mind that the advertising and marketing industries generate far more bad ideas that never get produced than good ideas that get produced. Anyone who has spent 10 minutes in an agency will agree with me.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">This is why we have creative directors, account managers, and CMOs. Someone has to separate the wheat from the shit.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">As a former creative director, I would estimate that for every ad I approved I turned down at least 10 (I&#8217;m sure some of my former colleagues will get a good hearty chuckle from that estimate, but for the sake of this essay, and in the spirit of the Holiday Season, let&#8217;s assume I wasn&#8217;t quite as big a prick as they might claim.)<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">The point I&#8217;m trying to make is that if the ratio of bad to good is somewhere near ten to one, there is a very large gap in our appreciation of the importance of saying no.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">We celebrate the people who create good ideas, but we do not celebrate the people with the good sense to shit-can the bad ones. And yet, bad ideas may have as much potential to do harm as good ones have to do good.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Some valuable activities are <i>highly visible<\/i> &#8212; like the creation of a wonderful ad idea, or a brilliant media idea. But other valuable activities are <i>invisible<\/i> &#8212; like the rejection of dumb ones.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Imagine if someone at Pepsi had quietly said no to the Kendall Jenner monstrosity of a few years ago. That person would have invisibly delivered an enormous benefit to Pepsi, but she would never have been recognized for it. Imagine if someone at Peloton had the sense to say no to their dumbass spot. The invisible person would never be known, no less win an award, but would have contributed mightily.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">So let&#8217;s just take a minute to thank all the brilliant, creative, brave, and invisible people who, in the face of often strident and self-righteous opposition, had the good sense and balls to say no to stupid fucking ideas.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Then, of course, there is the other kind of invisible excellence. It is the wonderful work of highly talented people that does not get approved.<\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Among the ranks of the aforementioned creative directors, account managers, and CMOs there is no shortage of imbeciles. As anyone who has ever worked in business is surely aware, a highly-placed idiot can kill or cripple the excellent work of dozens of people.\u00a0<\/span><\/p>\n<p><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">A good deal of excellent, award-worthy work gets killed every year by the arbitrary stupidity of dimwits.\u00a0<\/span><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">(Once again, I&#8217;m sure some of my former colleagues are getting a good hearty chuckle from that but, again for the sake of this essay, and in the spirit of the Holiday Season, let&#8217;s assume I wasn&#8217;t quite as big a moron as they might claim.)\u00a0<\/span><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">The result is that there appears to be a much smaller pool of excellent ideas than there actually is.\u00a0<\/span><br \/><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">I think there&#8217;s a term for this called &#8220;survival bias.&#8221; In other words, we believe there isn&#8217;t much excellent work being done because only a fraction of it survives. The excellent work that gets killed or mutilated is invisible.<\/span><br \/><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">Imagine all the good ideas for Pepsi that must have died so that Kendall Jenner could live.<\/span><br \/><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">It is my belief that the\u00a0<i>invisible<\/i>\u00a0marketing and advertising contributions are at least as important to our industry as the\u00a0<i>visible<\/i>\u00a0contributions. The only problem is, well, they&#8217;re invisible.<\/span><br \/><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><br \/>\n<span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">So to all the talented, sensible, and invisible people who contributed to our industry this year by saving us from bad ideas, and to the creatively excellent people with wonderful ideas that suffered ignominious invisibility at the hands\u00a0of nitwits, thank you.<\/span><br \/><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\"><br \/><\/span><\/p>\n<p><span style=\"font-family: &quot;georgia&quot; , &quot;times new roman&quot; , serif;\">This column is your award.<\/span><br \/><i><br \/><\/i>\n<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>It&#8217;s holiday season which means it&#8217;s time to give awards for the &#8220;_______ of the Year&#8221; Every advertising and marketing organization, publication, and media interest group is giving awards to\u00a0The Real Time Online Digital Media Analyst Of The Year, as well as other\u00a0heroic marketing and advertising practitioners.\u00a0Since it&#8217;s also a year that ends in a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[14239,8397,8425,7271,14214,17676,2069,8402,2485,17677,5393],"dealstore":[],"offerexpiration":[],"class_list":["post-100172","post","type-post","status-publish","format-standard","hentry","category-advertising","tag-ads","tag-advertising","tag-annual","tag-awards","tag-branding","tag-contrarian","tag-invisible","tag-marketing","tag-online","tag-television","tag-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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