Bubbles and echo chambers have been much in the news of late, but recent work by Orlando Wood (“ Lemon”) and Harry Guild (“ Group Cohesion”) has shown that however much of a monocultural echo chamber a generation or a political disposition might be, the marketing industry is far more uniform than either, and in many ways totally different from the “average person”. I’d suggest that this is due to a distortion of reality within client marketing teams and agencies alike. The strange thing is that the one that has been ignored is seemingly the product of a multi-million-dollar deal, has an equal amount of views, romances the product far more and seems to have a more genuine online buzz around it. One has been widely written about in the marketing press, posted on LinkedIn and pontificated about by the industry. In the last 30 days, Nike have released two very successful pieces of online marketing. Why is there such a gulf between what our industry loves and what the general public love? Why do we so often ignore the work that means most to our audiences? BBH’s Jacob Wright analyses our unhealthy obsession with “inspiration”.
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