Veksner: Isn’t advertising like politics?

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Screen+Shot+2013-09-08+at+11.51.17+AM.jpgBy Simon Veksner, Head of Ideas at Naked Communications

Advertising is not a science. In the world of science, we know how things work, and we can predict with some accuracy how they will work in the future.

But despite 150 years of research and discussion, we can’t really agree on how advertising works. And despite the best efforts of Millward Brown and the brain-scanning neuromarketers, we can’t predict with much accuracy how consumers will respond to it.

So if advertising is not a science, what is it?

I’m going to say politics.