Uncensored CMO6 Sep 2023

The extraordinary cost of being dull - Peter Field and Adam Morgan

Marketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising on brands, I immediately got them on the podcast.

In this fascinating episode we discuss why you really can’t afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to your career?

And for those marketers really hellbent on safety, we discuss the role of danger and a new upcoming mastersclass in how to make the dullest ad ever.

Links

Timestamps

00:00 - Intro
01:13 - Who is Adam Morgan?
02:38 - The best challenger brands
03:08 - Has being a challenger changed?
06:25 - The legacy of the long and short of it
11:01 - Who had the higher ranked Uncensored CMO podcast?
11:45 - How Adam and Peter met
12:26 - The inspiration for the extraordinary cost of dull
15:24 - How are there effective, yet dull campaigns (big budgets is the answer)
19:13 - The System1 Data on the cost of dull
22:41 - Why is advertising so dull?
26:21 - Why are the best marketing organisations trending towards more dull?
27:29 - Making demonstratably unskippable ads
30:55 - The role of danger and constraints in getting to great work
33:05 - The % of B2B ads that are dull and the work The LinkedIn Institute is going to reverse this
35:06 - How dull is approached in different categories
39:01 - Orlando Wood’s current research
41:48 - How will AI affect dullness
45:27 - Which categories are doing a good job of being interesting?
53:57 - Why we need a masterclass for dull

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(287)

How to build a disruptive brand and win over the CFO - Vineet Mehra, Chime

What happens when a CMO brings the discipline of P&G, private equity and fintech together?Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most establi...

16 Sep 49min

What every Marketer needs to know about the future of search - Google’s Sophie Neary

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to som...

9 Sep 47min

Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, chall...

2 Sep 1h 2min

How Heineken became creative brand of the year - Ali Payne

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feelin...

26 Aug 45min

Why AI should drive growth, not just efficiency – Najoh Tita-Reid

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-describe...

19 Aug 55min

How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most ...

12 Aug 54min

Why your brand can't afford to be boring - Rebecca Darley, Vodafone Australia

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets.From competing against an entrenched duopoly ...

5 Aug 48min

20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless...

29 Jul 1h 3min