By Samuel Scott

The internet and mobile devices have made it easy to produce cheap media and marketing collateral. The problem is that cheap is almost always bad.

According to the Meaningful Brands survey recently released by the agency group Havas and reported here by The Drum, 60% of the world’s brands create “content” that is absolutely useless. It’s little wonder, then, that the report also found that no one would care if 74% of brands disappeared.

To solve this problem, marketing and creative directors need to view themselves today as editors and gatekeepers who prevent their brands and agencies from producing needless clutter. Read full story ›

Source: The Drum