Disconnect Between Brand and Shopper Marketing

Above the Line or Below the Line? Before we start talking about the disconnect between brand and shopper marketing, how many of you use or have heard of the old ad world terms; above-the-line-creative and below-the-line-creative? Maybe you’ve heard of it, maybe you haven’t. Here’s a quick explanation: Above-the-line typically refers to the big projects, the type of work you dream of doing when you’re in art or marketing school. These are the assignments that make careers and grace the pages of PRINT, HOW, CA, and other prominent publications on design and marketing. Below-the-line work refers to the utility...

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