Why there’s more to creative than metrics

Across marketing, media and advertising, there’s an ever greater pressure to assign metrics to creative work – but driving out human emotion misses the point, writes John Brown in BrownBare.

As an example, Brown cites the ‘Chewbacca Mom’ viral video – an organic piece of content that perhaps exemplifies pure joy – which got 135m views within five days and led to the mask selling out at Kohl’s, both online and in-store, as well as searches for the item going up 1.35m percent on Amazon.

While McKinsey’s ‘Economics of Creativity’ offers guidance on how to measure the value of creative, Brown argues that this over-engineering invites lawyers and consultants to charge in, while driving out the imaginative, human element that makes such successes work.

Have we beat the fun out of #comms yet?

Image: Unsplash/JJ Ying