By Michael Mark, creative director/ceo @NYCA
I have a love and fear of metrics because I am a story teller. It’s because I care about my audience, even more than my work. I want to know how they feel, think, what they want to do once they get touched by my work. This is the real creation – the change, what we call at NYCA: the grow!
That’s why I love good advertising. We use ideas, pictures, words, media to connect to millions on behalf of our clients. And the best part is the analysis to see what happened.
“How are you feeling, honey?” That’s a tender and perhaps worrisome moment – as you listen for the reaction. In advertising it could be the verdict on the campaign you worked so hard on for months.
It’s the most dramatic of pauses as we wait on the answer – far more telling than the unveiling of the strategy or creative idea. Unfortunately, that is where too many agencies stop – and I can understand why. It’s scary to hear the news.
But it would be a lonely, unfulfilling lie if we didn’t know how people reacted to what we put out there. How can you have a healthy nurturing relationship if you don’t have intimacy? So we have to find out. Sometimes we ask our lover, “How does this feel?” (really, really scary). Same thing at work – kinda. We need our connection points, our messaging, to be well-directed, true in intention and hard-data effective. It is a professional, personal and emotional matter. In truth, it is all that matters.
John Harris’s talk on TED is remarkable. He has done some great work on following people’s feelings on the web. See how it makes you feel.