Ridding the World of Bad Ads

Ridding the World of bad ads?

A Noble, Or An Impossible, Quest?

how many ads have you

seen in the past 24 hours?

Get through our subconscious

Make any impact at all

Make any impact at all You’re likely to remember the next day

Study done at Harvard University

Consider this

brands need to cut

through Clutter

“ Nobody reads advertisng. People read what interests them. Sometimes it’s an ad”

Howard Gossage, 1950

Bill Bernbach, 1960’s

“ If your advertising goes unnoticed, everything else is academic” Bill Bernbach, 1960’s

But does creative

advertising work?

Awarded ads are 10% more effective in generating ‘large business effects’ on

high budget, 27% on low budget

Source: The Case for Creativity; James Hurman

Annual stock value growth of Cannes Advertisers of the Year vs S&P500 annual

average

Source: The Case for Creativity; James Hurman

If we know it works, why are there so

many mediocre ads out there?

what goes wrong?

Weak, prescriptive

briefs

here’s what can happen if you don’t

prescribe

No insight

great insight

what else?

• Unclear brand positioning• No idea, big or otherwise, that

dramatises brand benefit• Lack of clarity - what to think/feel/do• Picked to death by ducks (poor

evaluation techniques)• Poor execution• Poor media placement

what does great look

some tips

do the thinking

work upfront

work with great

people, & let them

do their job

learn how to evaluate

SimpleEmotiveDisruptive (original, impactful)Dramatising a brand benefit/positioningBased on a powerful insight or truth thatResonates with the consumer?

Is it...

and above all

be brave

Thank you for listening.Join me on my quest?

Ridding the World of Bad Ads

Documents

Transcript of Ridding the World of Bad Ads

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