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SXSW 2017

The Mad Men Regression

It’s cheaper and easier to pitch one idea to a mass audience, but also less effective. In today’s world, social media and advanced technology give us the opportunity to create personal and relevant messages for multiple audience segments. So, why are advertisers still rolling Mad Men style segments, defaulting to a one-size-fits-all strategy? Is it to cut costs or has creativity in the industry become lazy? A lack of personalized content may cost less, but the impact will be felt by the brand’s bottom line. Join ALMA DDB and Clorox to learn when it makes sense to produce a “one-size-fits-all” vs. a personal and direct message to your consumers.

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  1. Why does segmentation matter?
  2. How you leverage customization in order to lead consumers to action?
  3. What businesses risk when employing a one-size-fits-all approach?



Tatiana Seijas, Comms Mgr, Alma DDB

Meta Information:

  • Tags: total market
  • Event: SXSW
  • Format: Solo
  • Track: Brands & Marketing
  • Level: Intermediate
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