AUCKLAND, Saturday: NZ digital advertising pioneer Duncan Shand says the plethora of terrible digital advertising in this country “comes down to two things”.
Shand, who’s MD at Customs St indie creative shop YoungShand, was talking to Herald business reporter Damien Venutto at the weekend.
“Firstly,” Shand said, “there is always going to be some bad work, which is driven by low budgets or clients that just don’t understand what it takes to create effective work.
“Secondly, some of this ‘bad’ work might be right for the customer. The cheap looking, shouty retail ads, might be perfect for the big box clearance retailer.”
“Hopefully, the marketer will kill it off and try something better.”
Shand is hopeful that the very thing that has given us such a steady stream of terrible ads might also be able to rectify the problem.
“The great hope, of course, is that everything is measurable,” he told Venutto. “So just keep ignoring that bad advertising or mark it as annoying and it should go away.
“The marketer will kill it off and hopefully try something better.”
- Read the full story here
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