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.
Simplicity and Creativity in the "Programmatic," "Native" World
