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October 21st, 2010

Blame the message. Not the messenger.

If your campaign doesn’t deliver the kind of results you were hoping for, perhaps you shouldn’t point the finger at your media strategist (especially if you want free tickets to that concert).

After all, according to a recent article in Ad Age, creative is more likely the culprit, since it has a far bigger impact on sales and effectiveness than the media choices. How much you should be spending on digital vs. TV vs. print is like the tail wagging the dog.

Instead, marketers should focus more attention on developing a strategy that’s truly differentiating, and messaging that actually gets noticed. And talked about. And photographed by every tenth person who comes in contact with it—well, at least that’s our own personal goal. (See buzz marketing experiment below starring Shelly the mannequin.)