engagement = media * (creative ^ 2)

or, E=mc^2

A gem from kevin barenblatt’s GSP-East presentation:

Creative is much more important than media spend in social marketing.

I remember when i had an ad-agency clients in SanFrancisco, the creative spend always seemed like a tiny blip compared to the money spent blaring out the campaign on media. But in social media, interesting things pick up, where traditional interruptive marketing just gets ignored – hence the 0.0x% CTR on facebook ads.

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