70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

Here's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book:why it’s rude to stare and how the fixed gaze took over art and advertising whether you can actually build a brand online the serious case for humour how emotions capture our attention the surprising power of the finer details Listen to my longer conversation with Orlando: https://share.transistor.fm/s/9496c9ddBuy the book: https://ipa.co.uk/knowledge/publications-reports/look-out/

19 Okt 20218min

Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.Orlando’s work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA’s DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader.What we covered in this episode:Why digital disruption means we need to start ‘looking out’His last book was a Lemon but it did rather wellHow Prof Iain McGilchrist inspired OrlandoWhat history can tell us about what is happening todayHow understanding the brain helps us capture & sustain attentionThe left brain argument for right brain creativityHow our culture lost its vitalityThe separation of writing a book during lockdownOrlando reads his own introduction to the bookIts rude to stare. How the stare has been used throughout historyHow advertising is starting to reflect art from periods of disruption & conflictFake news isn’t new. How the printing press created a publishing revolutionHow the industrial revolution created a loss of communityThe rapid rise of anxiety and the loss of humourThe different modes of attention and why they matterWhy we can’t see the wood for the treesWe watch what interests us and sometimes that’s advertisingHow emotion orientates our attention, encodes in memory & aids decision makingThe role of digital to support brand building ‘broad beam’ advertisingWhy brand building becomes more important for online businessesHow emotion drives more viewing of advertising in digital environmentsThe trap of using digital style ‘narrow beam’ advertising on TVWhat features in advertising holds attention and drives business effectsThe swordfish strangler called Wilford. Why uniqueness creates believability.Yorkshire Tea and creating connectionsPoking fun at rigidity and the serious case for humour What’s too silly to be said can be sungHow colour grading can change our mood and how effective an Ad will beThe pandemic and why we need a right-brained reactionThe story of a dog and cone and the inspiration for this bookLook Out for the book o Amazon and via the IPA’s website

12 Okt 20211h 2min

Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content.Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research projects for the Institute’s sponsors across industries and markets, and regularly presents seminars and workshops on various marketing topics.What we covered in this episode:Why Marketers are not good judges of advertisingMarketing departments are not better than a coin tossIntermediate campaign variables don’t often correlate to salesWhy experience doesn’t make you any better at spotting winnersThe importance of distinctive assetsWhy characters are a dying art formWhy we all need to be a little more ChurchillThe case for not changing the creativeWhat happens when brands stop advertisingAlcohol, babies, pet food & PandemicsWhy scale matters when you go darkHow your trajectory determines how bad going dark will beWhat to do when you manage a portfolio and have to cut spendThe long term consequence of going darkWhy you need a range of distinctive assets to aid memoryThe power of blackcurrants as a Ribena distinctive assetWhy the high turnover of brand managers is bad for effectivenessWhy How Brands Grow is the one book every marketer should haveQuiet behind the scenes discipline is what matters when everything changesThe comfort of familiarity when it comes to memoryBuilding your business around what doesn’t changeAre you measuring what really mattersOrganisations suffer from short term memory and short datasetsLearning from success and failures over a long time seriesWhy the insight department need to start letting goWinning the Boardroom battle with data

1 Okt 20211h 6min

Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode:How he become ‘Godfather of effectiveness’Getting fired from two agencies The evidence based approach to marketingCreating the IPA database Origin of The Long and Short of It The curse of short term thinking Why brands take time to build The power of emotion to create connections The window in which you measure effectiveness is vital Long term is broad reach emotional creative Why the 60/40 ratio works Why brand building matters even more for DTCThe conflation of physical and mental availability on line The myth of digital replacing brand Convincing the CFO of the role of brand building Why investors really get it Why the ESOV model matters and what it tells us The impact of brand size on ESOVThe challenge facing new entrants and why challenger brand thinking matters How economies of scale benefit market leaders The amplification power of creativity The tidal wave of disposable creativity How award judges are celebrating short term activation Even effectiveness awards lack long term results The dangers of going dark in a recession Why we should be more P&G than CokeWhy it’s time to celebrate consistency The power of strong fluent devicesWhat happens when brands stop advertisingThe one thing we should be talking about which we aren’t The breakdown in the correlation between media spend and share of voice Why we should be measuring share of attention rather than share of voice  It’s time to start paying for attentionPeter FieldThe Long and the Short of It

20 Sep 20211h 3min

Here's the articles before you listen:Read the Campaign articleRead James' articlePart 1 – The Case for Creativity in BusinessGrowing up in a world that didn’t recognise the potential of creativityHow Apple ‘Crazy Ones’ Ad inspired James to pursue AdvertisingJames’ mission to prove the value of CreativityWhy Jon was supposed to have a career as an ActuaryWhat the research tells us about the role of Creativity on your successWhy we should define effectiveness in hard commercial termsEstablishing a universal definition with the Creative Effectiveness LadderWhy understanding your commercial contribution will get you promotedWhy the CMO needs to match the certainty and measurability of their Exec colleaguesHow to sell a Gorilla playing drums to your businessWe overestimate what we can achieve in 1 year and underestimate what we can achieve in 10The surprising impact on light buyers even on large brandsVery few people are buying right now so you must focus on creating future demandThe seduction of short term performance metricsHow the failure rate of start-ups warn us about the danger of rely on short term metrics onlyWhy it takes an average of 7 years to have an ‘over-night success’The importance of using familiarity when launching a new innovationWhy you shouldn’t ditch the old creative if its good Part 2 – The Controversy over CannesHow little time CMO’s actually spend on AdvertisingJon shares the story before his Effie and Cannes Lion winsHow Jon created the name for Uncensored CMO on the beach at CannesSystem1 puts Cannes Lion winners to the testWhy James reacted so strongly to my Campaign articleThe importance of recognising the power of Creativity in AdvertisingHow the emotion being created by Cannes winners has changedThe case for picking a side and standing up for your valuesEffectiveness awards look back whilst Creative awards look forwardWhat the Nike winners tell us about Juries decision makingAldi Kevin the Carrot and the power of consistencyWhether we can judge creative on a first impression onlyThe importance of authenticity when it comes to purposeWisdom of Crowds and how a Nat Rep samples can be a good guide to effectivenessThe power of Excess Creative Share of Voice in addition to standard ESOVHow the opinion of others impacts on our opinion of a brandThe history of Essity’s Bodyform campaign and how agency & client worked togetherPeter Field’s Crisis in Creativity and how we have seen a significant shift to short termismWhat the role of Creative Awards should beWhy we all need to work towards a longer term view and apply creativity to the health of our business

7 Sep 20211h 48min

Andy Nairn is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It's been shortlisted for Campaign's Agency of the Year for 5 years in a row. In 2021, Campaign named him the top brand strategist in the UK, for the 3rd time in a row. Business Insider has also named him one of the top 5 creative people in world advertising. He's won 24 IPA Effectiveness Awards (including the 2005, 2007 and 2010 Grands Prix) as well as the top 2 planning prizes in the USA (Gold Effie and Gold APGUS). And he's just launched his first book GO LUCK YOURSELF, with all the royalties going to help working class kids get a lucky break into the creative industry. What we covered in this episode:How lockdown led to Andy writing a bookWhy he went from law to advertisingJon’s ‘lucky’ break creating a new businessWhy successful companies use their luck betterGood luck is more how you handle bad luckHow being clear on your purpose helps prepare for bad luckHow Napolean inspired Lucky GeneralsThe importance of a popular idea rather than PowerPoint slidesWhy strategists should make things simple rather than being super intellectualsLucky Lockdown and a socially distanced Teapot from YorkshireHow Lucky General took Yorkshire Tea from No.3 to No.1Lucky timing and how the Coop strategy would have been much cooler in SwedishTrolling Tesco with the Coop’s recycling messagePremier league footballers lacing up in support of the LGBTQ communityLucky dog story and the role of jeopardy in creating a good adMaking the best Super Bowl ad for AmazonWhy the more boring the category the more interesting you becomeHow we lost our history and forgot the power of nostalgiaWhy lucky mascots are unloved marketing goldHow Lucky Generals got everyone to complete their tax returnsHow the navy beat enemy u-boats by using a new paint schemeWhat took Taylors so long to put coffee in bags and how they turned this into an advantageGoing commando for a good cause and the power of a beautiful constraintLucky legacy and the battle of the bread brandsHow they updated the legendary Hovis boy on a bike campaign a won ad of the decade

11 Aug 20211h 19min

Nils Leonard has spent over 20 years in the advertising and design industries working at a number of the most recognised agencies in London. In 2017, he founded the Uncommon Creative Studio alongside Lucy Jameson and Natalie Graeme, which aims to be “a creative studio building brands the real world is happy exists”. This episode is split into 3 parts, including a bonus segment from my recording with Nils over a year ago. Here's what we covered:Part 1 - Creating brands you wish existed How Nils turned art into a careerHow he found the 1 ad land job at the Job centreThe importance of culture & trust in the turnaround of GreyWhy it’s always the people and not the name above the door you should care aboutThe importance of being so clear on your mission that people choose to be in the roomHow Volvo Life Paint was the inspiration for UncommonWhy you should invest in your own idea rather than begging others to do itMystery project names, secret hotels and being followed by private investigatorsHow Halo coffee came into the worldWhy the stories we tell ourselves manifest who we areHow panic drove the early success for the agencyThe power of a website with nothing on itWalking away from a major new client because it didn’t lead to Uncommon workGiving young men confidence via the one second suitPart 2 - The Uncommon workWhy Uncommon’s B&Q campaign brought tears to my eyesUncovering a real truth that led to those funny bright orange posters for B&QBlowing things up with Reality TV stars for ITVWhy we need to make the Ad break as entertaining as the programmeBacking start ups with an Uncommon acceleratorMoving from advertising to design, experience and new product launchesWhy the Olympics needs to hold up a mirror to the world right nowAn Uncommon year to win Campaign Agency of the YearHow the Pandemic crisis put creativity into overdriveThe emotion of seeing people in the office againNils gives his best advice to CMO’s on how to get to the best workPainting a picture of cultural success as much as commercial successDon’t be ashamed of talking about your personal ambition to make an impact in the worldJim Carey “if you can fail at what you don’t love why wouldn’t you risk trying at something you do”How fear gives us loopholes to get out of what we should be doingWhy you can’t brief someone else on your dream. Only you can make it happen.Part 3 - a pre-pandemic view on the worldAn early mistake by Nils when he did ‘release copy’ too early how Jon shut down the undergroundWhy your personal purpose matters and how we are seeing a return to creativityThe Gigabyte landfill of social content that no-body is asking forHow people used to look forward to the Ads as much as the programs themselvesIs the fire in your belly stronger than the fear in your head?Breaking the internet with BrewDog’s first ever TV AdHow we entered the age of outrage and sharing what we are offended byWhy you should treat outdoor like InstagramThe woods are burning so make a choice because everything we do is something we don’t doHow making good work is actually a magnet for talentWhat the Uncensored CMO’s mission should be to galvanise people to start their own ventureMake a difference in the world because our time is short

2 Aug 20211h 12min

Pick up a copy of Steve's book "Can't Sell, Wont Sell" here.Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.What we covered in this episode:Why a propose driven entry will increase your chances of winning a CannesWhy creative should come up with an idea to dramatise the benefit of the brand and then sell it to the clientHow Turkeys beat Lions and what that says about our priorities areCreative awarded campaigns are less effective than in the entire 24 year history of the IPA databaseDo people still believe in advertising’s role in creating demand? We need to see our purpose as commercial againThe drug of fast data. Why we prioritise what is easy to measure rather than what worksLack of accountability to track and evaluate the impact over the long termWhy you should judge a CMO on year 2The importance of winning the board room battleClients no longer appreciates the time and talent to create great work. The public now to anything they can to avoid advertising. A once powerful business tool is now debased and devalued. Chairman of D&AD.Dropped commercial purpose for social purposeGreat examples of social and commercial purpose combiningWhy social purpose shouldn’t be marketing strategyFirst purpose is shareholders and employeesLazy solution to a complex marketing problemThe insanity of Gillette’s toxic masculinity and how it performed badly against menHow did we disconnect from the audience we serve? 84% are 18-40, 80% AB etc we live in a London centric metropolitan bubbleHow regional agencies reacted differently to London onesSteve’s surprise at the reaction for his book and why he believes social purpose is being pushed by a small cliqueWhy the boycott of GB News should worry us whatever political side we atWhy Twitter pressure groups shouldn’t dictate your media strategyWhy fear is driving the politicisation of businessHow pampers got social and commercial purpose rightSteve’s manifestos for changeEvery speech should end with the commercial value of AdvertisingA new initiative to make creative effectivenessAwards panels needs cognitive diversityWhat a CMO thinks of CannesHow people fear speaking upSteve’s vision for the future of awards

16 Jul 20211h 5min