Sorry to break it to you but they really don’t.
Today’s consumers don’t care how long it took to prepare the brief.
Or the rounds and rounds of revisions the creative work went through.
They don’t care about buys, flights, analytics, reach or the fact that you managed to incorporate five product benefits into the whole shebang instead of the original one.
Oh, and that last-minute change of image?
Yeah, they don’t care about that either.
They don’t care because they’ve got much more pressing things to worry about.
Mundane everyday stuff like buying groceries, dropping the kids off at school, making rent, paying down debt, getting a raise, getting fired, getting laid, getting coffee, etc.
You know, life.
It’s this indifference that accounts for the fact that only 4% of advertising is ever remembered favorably.
And the secret to being one of the lucky 4%?
Stand for something and, by doing so, stand out.
It’s not going to be easy.
You’re going need to be creative.
Not lip-service creative.
The kind of creative that’ll need to be championed, supported and stood by.
Exactly the kind of creative, in fact, that gets killed or dumbed down by the machinery of the modern approval process.
Risk-averse superiors, overzealous legal departments, all conspire to rain on the parade.
They win the battle but lose the war.
The war for the customers’ attention.
If your new ad campaign doesn’t compel, intrigue, shock, move, surprise or otherwise engage the recipient, chances are no one is going to read it, watch it or engage with it.
They’re certainly not going to act on it.
And isn’t that the whole point of advertising in the first place?