Welcome to Machete’s Edge
Machete Creative is an integrated brand communications agency established in Cape Town in 2002 by award-winning copywriter and creative director, Nicholas D R Shepherd.
Why Machete? Because more than ever, it’s a jungle out there.
The average consumer is exposed to over 4 000 commercial messages a day, making it harder and harder to penetrate the thickets of her attention. And the plethora of constantly evolving digital media choices has made it all the more confusing for the professional communicators to reach their audience.
This is why we’ve made it our mission to help our clients – both commercial and cause-related organisations – build bright, brave, beautiful brands that cut through the clutter and create pathways of connectivity to the heart of their markets.
The Collective Edge is designed to form part of this initiative by providing a forum of debate and interaction where our clients as well as other marketers, communications professionals and in fact any one interested can argue, articulate and generally mouth off. Share, shout, and let it all out.
So if you have an axe to grind about media, marketing or brand communications, here’s the place to do it!
Where does that stat of 4000 commercial messages a day come from? I’ve seen estimates of 30 000!
Hi Gunja! Thanks for the question. And yes, you’re correct that estimates of the number of commercial messages an average consumer is exposed to on an average day vary widely. i have also come across figures of 30 000, but we have taken a more conservative estimate of 4 000 from a book by Jay Conrad Levinson called Guerilla Creativity published in 2001. No doubt, Jay’s figures were taken from studies done in the USA.
Ultimately, I don’t think it’s really useful to quibble about the exact number - it’s always going to be some kind of approximation. The important thing is the accumulation of commercial messaging is growing exponentially with our increasing exposure to media in an urban situation.
Valuable thoughts and advices. I read your topic with great interest.
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