Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.

Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.

Topics covered: 

• [01:00 ] The state of creative effectiveness in modern marketing
• [04:00 ] How digital marketing changed creative development
• [08:00 ] The role of attention in advertising effectiveness
• [13:00 ] Why strategic planning must come before creative
• [17:00 ] Key elements of effective TV creative
• [24:00 ] Finding powerful insights that connect with audiences
• [30:00 ] Recent examples of highly effective creative campaigns 

 





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Resources: 
Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dull

Selling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat
 

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