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MT Fletcher, an Ad Age columnist (writing under a pseudonym), has stirred controversy by criticizing the growing emphasis on data over creativity in the marketing industry.
Fletcher argues that advertising agencies, especially the large holding companies, are losing their way by imitating consultancy practices instead of focusing on creativity and ideas, which should be their core strength. According to Fletcher’s LinkedIn profile:
MT Fletcher has experience working with advertising agencies, brands, consultancies, and holding companies. As a columnist and contrarian, MT is often seen at the headquarters of leading global brands and engaging with creative minds on Madison Avenue.
Fletcher’s recent article discussing the challenges of pitching in this new environment is highly recommended, even suggesting that it’s worth subscribing to Ad Age for.
In one of his articles, Fletcher asserts that clients should focus on the “glass of water” they receive rather than the “plumbing” behind it. The problem, however, is that many clients are more concerned with the process, preferring to pay for something mediocre that they believe they understand—backed by charts, graphs, and artificial intelligence—rather than something superior that may not be easily quantifiable.
Fletcher also highlights the importance of customer experience over advertising. Despite the significant efforts supposedly invested in improving customer experience, it continues to deteriorate. Large companies—particularly in telecom, energy, banking, and retail—are increasingly disliked by their customers, despite agencies’ shiny new customer experience departments desperately trying to justify their invoices.
Fletcher warns that if customers despise a company, no amount of advertising will fix that. Just ask companies like Virgin Media or HSBC.
MT Fletcher joins the ranks of others, such as Ad Contrarian Bob Hoffman, who are not afraid to challenge the status quo. However, it remains to be seen if anyone in power is actually listening.