blog articles

Why your advertising is managed differently than operations

Oper­a­tions is about effi­cien­cy. Adver­tis­ing is about cre­ativ­i­ty along a vec­tor of val­ue.

Here’s what I mean. In oper­a­tions, “best prac­tices” are okay. There’s no val­ue in doing things in a more inter­est­ing way, unless is deliv­ers more effi­cien­cy. The func­tion of man­u­fac­tur­ing a wid­get does not improve sim­ply because it’s a dif­fer­ent way of doing things.

In adver­tis­ing, on the oth­er hand, doing things dif­fer­ent­ly mat­ters. It’s what sets you apart. Com­mu­ni­ca­tion allows you to involve cus­tomers in your sto­ry. Of course, you still have to offer val­ue, which is the gift inside the pack­age.

In tech inno­va­tion, it’s called being dif­fer­ent “along a vec­tor of val­ue.”

So if you think your adver­tis­ing tal­ent (ser­vice provider) is using gim­micks, depend­ing sole­ly on ROI mea­sures and is try­ing to make ads that look and sound like ads (which is the very def­i­n­i­tion of “uncre­ative”), then maybe they’d be bet­ter off in oper­a­tions than in cre­ative.

Because these peo­ple are often much bet­ter at imple­ment­ing things that work (intel­li­gent­ly copy­ing things that oth­ers are doing suc­cess­ful­ly) and mea­sur­ing their effec­tive­ness than they are at get­ting to know the audi­ence and cap­tur­ing their imag­i­na­tion with a sto­ry about a rel­e­vant truth.