Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
-John Wanamaker
Advertising and branding are very complicated and very unpredictable fields, and success can be measured according to any number of metrics. Modernista, the ad agency behind the soft-talking-lady ads that only occasionally seem to be talking about phones, seem to be measuring success based on attention. Of course, the attention is almost entirely negative, but that doesn’t faze them.
In an article in Ad Age, Executive Creative Director at Modernista, Gary Koepke, discusses the oft-maligned “Ms. Hope” spots.
