This phrase is used all the time in ad agencies. Advertiserss have to “break through the clutter,” of all of the other messages out there that are working to get consumers to buy their products, donate to their cause or tune into their programs.When I say ad-crazed I mean it, we are over-saturated, over-sold, over-promoted and over-pitched. But with all of the advertising excess, there are a select few who manage to cut through all of that noise with a strategy that goes against all others.
These are the companies we remember, the ones we like and most importantly these are the companies whose products we purchase. I always give a bit of an applause to any company who is able to successfully cut through the clutter in an innovative way. Which is why each week I will recognize one campaign for successfully breaking through the clutter.