If there’s one thing I’ve learned over the years it is that we love to complicate things. And if there’s a second thing, it’s that if we want our customers to buy whatever it is we’re selling we need to be able to communicate the complex simply. When I was starting my career in agencies, the most irritating advice always started: “You never learn from the mistakes we made.” Media people have always over-complicated everything -- that’s why there were all those jokes about the media part of any client presentation taking place immediately before (or, ideally, during) the break for lunch.
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