Creative advertising vs Productive marketing

We are going through a fairly confusing stage at the moment, between what clients want and what the consumers require. They are driving us crazy.
Nobody wants to risk even one euro cent more. Everything has to be measured and be scientifically justifiable. See who dares to launch a campaign that is 100% brand image. Without selling the product. Or without a fully itemized price.

And what is the problem? That now the person who is more in control than ever is the client… but the end client: the consumer. And this extrapolates everything: in the background of any marketing manager who makes decisions, we can find the end consumer who buys bread, puts petrol into the car and who pays the gas bill.
In the end, we are all losing our perspective.

Prices are dropping fast, they send the results and we are ignoring creativity: now more than ever, it is not good if we don’t sell.
And I would say something else. If it cannot be measured, it cannot be attributed to sales. Anything that does not turn into sales is not taken into account. Nothing is being risked.

So what should we do? Should we leave campaigns in the hands of media planners? Should we use simpler and clearer creative designs that are product-price oriented?

We are in an era of constant sales, outlets or, as I like to say, “opportunities”.
Let’s stick with this word: OPPORTUNITIES.

Because what I can see is that it is time to turn business around and use this moment in time to take the lead. Now is when our clients need us more than ever even if they are not aware of it. Even if they don’t want it. Even if they don’t want to spend.

New formulas need to be prepared.

It is time for Productive Marketing.