BUT ... Advertising IS Brain Surgery

Maybe in years past advertising wasn’t brain surgery, fact is, today it is. You need to break through Media ADHD and get into someone's brain.

Are your customers "fans" ? Do they interact with your advertising (widgets), laugh and enjoy your creative (radio, you tube, Pandora) get turned on by seeing new fashions and styles that are relevant to them like club wear on hump days, (online behaviorally targeted and day parted rich media).

Is it that "ADVERTISING DOESN'T WORK"? or that THE ADVERTISING STRATEGIES, CREATIVE AND BUYING DON'T WORK?

We think Advertising is Brain Surgery, in a world without many Brain Surgeons.

Is your Media plan strategic? Your creative relevant? Are you capitalizing on media the way consumers are interacting with it, or just there just because it's there? Something we hear all of the time, "We tried ....(fill in the blank) it didn't work"

Macys needs to become more relevant with Females and the many Marketing Generations down to the iGeneration; The solution? Dump more money into newspaper ads? run the same horrible 60 second radio and :30 TV commercial promoting the 257th One Day Sale of the year on the 258th day of the year?

What if? Macys developed a widget, “The Shoe Diva”? You interacted and could be a 6, 5,4, 3 or 2 inch heel? Are you a a Croc or Birkenstock? Are you a cage-dancer or an urban warrior? What if online there was a series of behaviorally targeted and dayparted virtual fashion shows based on different user groups with rich media online with links to see if your size was in a store near you?

Maybe Advertising is Brain Surgery in a world without Surgeons?