“ The pressure from the channel-thinking, creative agency-dominated culture of marketing as it stands is: put it all on red. Go for the spectacular. You’ve had a spectacular work out before? Great - let’s put it all on black this time… Well if I were them, I’d start thinking like a creative studio and not a desperate high stakes gambling addict. Take your £20m budget and put some into safe bets and a portion in seeding ideas, programmes, creative approaches that might. Only a portion, mind you - holding back a reserve to put behind the bets that turn out to be contenders. ”
Open (finds, minds, conversations)…: Advertising by spectacular is addiction to high stakes gambling