Freakonomics co-author Steven Levitt has compared marketers to the Gestapo, saying the roles of both require them to “make people think about things in the right way”.
Levitt said marketing today struggles to be “authentic”, saying the need for a marketing agency to hire an external advertising agency called authenticity into question.
Speaking to Marketing at the iEX Idea Exchange conference, Levitt added: “You would think that no one better than you would know about your product. Why don’t Procter & Gamble with the scale they are at, have their own advertising agency in-house? […]
“It is much easier to be flashy if you are not tied down to what’s real. If you are judged not by the ultimate impact of the campaign, but by how the campaign looks and feels, I think authenticity is just a headache.”
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