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

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