My Advertising Is so Efficient It No Longer Works

RORY SUTHERLAND
VICE-CHAIRMAN & EXECUTIVE CREATIVE DIRECTOR, OGILVY GROUP

The language of optimisation, measurement, accountability and efficiency has a place in business, for very obvious reasons. But in marketing (and perhaps in HR and R&D) it cannot be the only mode of thinking. This is difficult. After all, it's much easier to get fired for being irrational than for being unimaginative.