Marketing is the activity of predicting people’s needs and delivering products and services to consumers, beginning before and continuing after the sale. Over time, the concept of marketing communication has evolved with changing customer profiles, lifestyles, and the widespread use of technology in marketing. This shift has moved the focus from product-centered marketing to customer-centered strategies. While many brand managers can connect products or services to consumers through various marketing methods, this process becomes more challenging in certain industries.

For sectors like pharmaceuticals, tobacco, and alcohol, advertising and promotions are either partially or entirely prohibited. These are often referred to as “blind industries”, where communication is allowed only if it doesn’t directly encourage sales. Despite these restrictions, we see that advertising in these industries often creates significant buzz. However, comparing contemporary advertisements to those of the past reveals a decline in authenticity and warmth. Beyond these restricted industries, advertising in general has become more formalized, leaving consumers weary of generic, uninspired ads that lack real insight.

For blind industries, the situation is quite different. The constraints imposed on these sectors often result in unexpectedly creative campaigns. The limitations force advertisers to focus deeply on the subject, resulting in more innovative outcomes.

Recently, we’ve witnessed exceptionally creative work in Blind Marketing. The restrictions, combined with the need to comply with legal regulations and use specific advertising channels, have pushed these industries to develop standout campaigns. The creativity driven by these constraints demonstrates that limitations can fuel originality and produce better results.