Show me an ad so good it didn't need a targeting strategy.

Then show me some targeting so good it saved a bad ad...

Saw this Hiscox cyber ad on the train.

One line to make any small business owner reading it feel seen. No data product could have manufactured that recognition.

We've got the relationship backwards. The segment is the multiplier. The creative is the thing being multiplied.

Multiply zero and you still get zero.

We've been taught to apologise for reach. To shave every impression that isn't a perfect match. Then we wonder why nobody remembers the ad we precisely bombarded them with.

Memorable wastage beats forgettable accuracy.