ON TARGET
As PHD’s Simon Bird wrote in StopPress last year, there’s a marketing civil war going on; “a pretty constant battle in marketing between art and science, creative and big data, digital and traditional, mass and targeted, salience and optimised and emotion and information”.
“Generalising a little, there’s basically a ‘pro digital side’ believing mass advertising is inefficient and full of wastage and that marketing today is all about right message/right place/right time or DM at scale. And an ‘anti-digital side’ believing digital
