This post is by Jeff Adelson-Yan from Latest News - AdAge
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The advertising and media industry create amazing work every day for brands. Yet, it’s a little like your friend who goes to Las Vegas a few times a year: You only hear about the wins and celebrations. Our industry has plenty of awards for these great “Vegas nights.” But we often don’t see the struggle and dedication behind the closed doors that create "amazing." Many times, these successes are never recognized publicly. That is because there aren’t many (if any) meaningful awards for scopes of work that are focused on the core fundamentals; many are only focused on the creative output. By "fundamentals," I am speaking of the in-the-trenches work — the market research, analytics tagging, insights reporting and tracking standards that define performance. These core fundamentals (and there are many more) allow the "amazing" to have a chance to happen. For example, let’s focus on something as Continue reading "Fundamentals first: Why getting your house in order should come before innovation"