There’s a new book out next month titled “What Sticks” claiming that 37% of the money spent on advertising is wasted. For years I’ve been claiming it’s more like 90%! "What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds," is the end result of five years of research on campaigns from 36 of the nation's top advertisers. AdAge claims the book, penned by Rex Briggs and Greg Stuart, may well be the most important advertising research since the "How Advertising Works" study of the early 1990s. All I can say is wait ‘til they read “MadScam” due to be published December 1st. I’ll be posting about my new blockbuster (he said modestly) later today, so stay tuned. In the meantime you can read about this one at AdAge. I loved the quote from Greg Stuart that "I spent the first decade of my career as an agency media guy, I felt like a charlatan the entire time. ... I knew in my heart of hearts that we collectively did not know what we were doing in spending clients' money." Listen Greg deep down inside, everyone in advertising feels that way! More on “MadScam” later. 
Welcome to Madison Avenue.
Comment Preview