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

Avsnitt(261)

Gary Vee on the most undervalued and overvalued media

Gary Vee on the most undervalued and overvalued media

Entrepreneur, investor, and VaynerMedia CEO Gary Vaynerchuk joins us from Wine Library to share his unfiltered take on marketing in 2025. We cover everything from spotting consumer trends to staying a...

12 Nov 202554min

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive adv...

5 Nov 20251h 12min

From Tech founder to solving the social media addiction crisis - Jess Butcher

From Tech founder to solving the social media addiction crisis - Jess Butcher

Jess Butcher MBE has built a career at the intersection of technology and consumer behaviour. She co-founded AR pioneer Blippar and has since turned her attention to a growing issue: how AI and social...

29 Okt 202558min

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, wh...

22 Okt 202543min

David Droga: My greatest lessons from 37 years in advertising

David Droga: My greatest lessons from 37 years in advertising

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 bi...

15 Okt 20251h 11min

The behavioural hacks that create $Billion brands - Richard Shotton

The behavioural hacks that create $Billion brands - Richard Shotton

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 sec...

8 Okt 20251h 5min

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

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

Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing S...

1 Okt 202539min

How to become an extraordinary marketing leader - John Amaechi

How to become an extraordinary marketing leader - John Amaechi

What separates an ordinary manager from an extraordinary leader? Psychologist, best-selling author, and former NBA player John Amaechi joins us to explore the qualities that define great leadership in...

24 Sep 20251h 7min

Populärt inom Business & ekonomi

framgangspodden
varvet
rss-jossan-nina
rss-svart-marknad
svd-tech-brief
rss-borsens-finest
badfluence
uppgang-och-fall
avanzapodden
bathina-en-podcast
fill-or-kill
24fragor
rss-inga-dumma-fragor-om-pengar
lastbilspodden
tabberaset
kapitalet-en-podd-om-ekonomi
rss-dagen-med-di
rss-kort-lang-analyspodden-fran-di
borsmorgon
rss-veckans-trade