Gut Check: Balancing the Art & Science of Communications
Monday, April 25, 2005
Hosted by Hill, Holliday Boston

Under the current economic stress of an ROI-focused world, has the marketing-communications pendulum swung too far in favor of science? Given the challenges of, not only an ever-elusive target audience, but the demands of Wall Street, what is the role of art versus science? What is the role of subtle, seasoned experience – your gut?

In an industry whose purpose is to connect product to consumer, emotions play an often intangible, but vital, role. And yet, the pressures of quarterly earnings do not allow much room for that which cannot be quantified.

There are some that believe science is slowly draining the life out of communications—most visibly noted with the current state of non-engaging advertising. In an effort to resolve the short-term quarterly burden, have we been forced to sacrifice the long-term viability of our brands?

The goal: effectively—and efficiently—engage your target audience, move product in the short-term and build a valuable brand over the long-term. Given this, it's time for a gut check: how do you balance the art and science of communications?