It may sound irreverent, but this analogy I came up with a few years ago remains the most fitting way to describe the advertising strategies that we at “ODR Group” are committed to avoiding.

Imagine a butterfly fresh out of a fairy tale. As it unfolds its wings, everyone praises its beauty, but when it’s time to fly, without a fixed direction, we never know where it will end up. Worse still, it’s destined to die within 24 hours.

I invite you to distinguish between effective advertising and “butterfly” advertising. Next time you see an ad, don’t judge it solely by its beauty. Check if it truly fulfills its communication objective. Otherwise, it’s destined to be ineffective beyond its aesthetic appeal. Look carefully and don’t be deceived, as there is a lot of butterfly advertising fluttering around…