Nizan says there is too much research in advertisement
february 07, 2012 · 11h40
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Nizan Guanes writes a column in the Folha de S.Paulo newspaper every other week on Tuesdays. Today, the president of the ABC Group used his space to tick off the advertisement industry by saying that there is too much research and not enough creation.
The column critiques the fact that most campaigns are copies of one another, which are based on studies in order to prevent failure.
“The researches were a huge advance and have made a huge difference and still do today, but in my opinion, they are pasteurizing the publicity and marketing sectors”, he wrote, “And throwing millions of dollars down the drain”.
Guanaes said that you cannot let the studies take over your business and you cannot underestimate the decisions made “outside of the box”.
“When the research results are used as alibis by our corporations, people are just wasting time and money and everything just looks the same, bland, beige”.
He adds that the market needs a “research 4.0”, because many angles need to be taken into account, not just the more logical one or the ones that are born from a “feeling”. “After all”, e explains, “there are certain things that only X-rays can detect, certain things that need and MRI to be detected, and certain things that only a psychoanalyst can detect”.
