Ridding the World of Bad Ads

Ridding the World of bad ads?

A Noble, Or An Impossible, Quest?

ADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST | IMM FRIDAY DURBAN | 20 /06/2014ADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST | IMM FRIDAY DURBAN | 20 /06/2014

how many ads have you

seen in the past 24 hours?

THE RUBICON GROUPTHE RUBICON GROUPADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST? | IMM FRIDAY DURBAN | 20 /06/2014ADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST? | IMM FRIDAY DURBAN | 20 /06/2014

ADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST? | IMM FRIDAY DURBAN | 20 /06/2014ADTHERAPY | RIDDING THE WORLD OF BAD ADS. AN IMPOSSIBLE QUEST? | IMM FRIDAY DURBAN | 20 /06/2014

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


Why?


Why?

“ 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

27%

10%

Source: The Case for Creativity; James Hurman

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

average

41%

Source: The Case for Creativity; James Hurman

0.5%


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

like?










some tips


do the thinking

work upfront


work with great

people, & let them

do their job


learn how to evaluate

well


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

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