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23rd Jun 2015
If you haven’t heard the expression ‘Lean Advertising’ yet, and you work in marketing, you soon will.
Noted Kiwi adman James Hurman is pushing this notion, building on the ubiquitous proposition of Lean Business developed by management guru Eric Ries.
Just as Ries urges business start-ups to abandon lengthy, expensive R&D and to quickly get into the real world of product trial, error, feedback and refinement, so Hurman says the ad industry must change. He wants us to forget about spending “months behind closed doors developing the strategy and creative work… and then testing it with consumers in research environments that bear no relation to the actual market”.
Read the full article at Memeburn
lean advertising, Advertising