Free to Disagree

Bernbach said ‘A principle isn’t a principle until it costs you something.’ But what about when a principled stand evokes an angry mob, asks Éric Blais

The industry’s fixation on data, targeting and the sales funnel overlooks the real, long-lasting power of mass advertising, says Éric Blais.

Does it stem from clients’ urge to escape the post-pandemic doldrums, clients simply seeking a “situationship,” or eager search consultants looking to help them build back better?