Technology Or Creative: Which Wins?

Paid Content's David Kaplan is blogging from the ad:tech conference in New York. He chacterizes a comment from Carla Hendra, co-CEO of Ogilvy, as follows: "Without the emotional attachment, there are no brands. If everything is a commodity, then we can all go home. While it's necessary to enable marketing with technology, it's all ultimately worthless without creativity."

I think she's right. Technology certainly opens up doors, but effectively targeting and blasting a really crummy ad will not get you anywhere. It does raise the issue if our unrelenting emphasis on technological solutions to advertising problems to some extent misses the point.

[Note: you can see the rest of Kaplan's coverage at: http://www.paidcontent.org/entry/419-adtech-exploring-the-tension-between-technology-and-creativity/.]