When the most recalled brand on TV in Australia is no brand/no ad, there is a call for concern in the advertising industry. The 2017 Magnum Opus Awareness Survey (facilitated by yours truly), found 57% of Australians could not indicate a single advertisement they could remember feeling positive about.
So what can advertisers do to better connect with consumers?
Let’s talk tips for advertisers given the current climate in the industry/changing consumer behaviours and technology.
Director of Creative Strategy and Partner at Magnum Opus Partners, Stephen Yolland’s advice for advertisers today is to remember that creativity sells:
1. Make sure there is a core idea in your ad which is interesting, compelling and creative in its own right
2. Insist that your advertising agency delivers you creativity
3. Obey the rules of communications:
– Be Interesting
– Be Engaging
– Be Different
“If it isn’t noticed, it doesn’t matter.”
All hail, the godfather of advertising.
See what these industry thought leaders had to say about our controversial findings recently: