"Extraordinary cost of dull" - https://system1group.com/the-extraordinary-cost-of-dull
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​60:40 Rule by Les Binet and Peter Field - https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies

We definitely need advertising, but advertising is not something you switch on and it works straight out of the gate and no one argues with that. Advertising is much more nuanced. Not only does it require a great creative idea and a creative execution. But also great media choices based on the objectives you are trying to reach.

 So is there a science to what works in advertising and what does not? Yes and no. No, because a lot of it is timing and culture. But on the other hand. Yes, because there are rules that can help your advertising. As effective as possible. Let's go through some of them here.

1. Emotions

Humour works in general, all emotions work campaigns that evoke strong feelings in the audience deliver much better results. Dull and boring content is just simply not effective. In fact, I suggest reading a paper by system one called the extraordinary cost of doll. It goes in detail through reasons why dull advertising is not effective.

In summary, this works both ways.

First, emotional content help you grab attention and secondly, we want our audience to feel a certain way after they watch our ad. If emotions are involved, we have a much greater chance of building a memory structure. Associated with our ad, and therefore with our brand. So aim to have an emotional message. While the rational communication has its place, the majority of it just fall flat.

2. Creativity

Campaigns that base their advertising on dialogue and strong characters are, on average, more effective. On the other hand, more abstract images tend to be less effective, and we see many of them right now. Quick edits, fast-paced content—almost like music videos—dominate advertising. Simply put, you cannot build a connection with this kind of content. I'm not saying all of them are bad, but the results and data suggest that they are, on average, less effective.

The second point about creativity is consistency. We will discuss this more in the future, but it is a rule that might benefit companies in two ways. First, not changing creativity saves costs. You don't spend on the production of new advertising or commercials. Second, creative assets that work and are reused perform better for the company. That is why we should always resist the urge to change just for the sake of it.

3. Media choices

Attention is becoming increasingly important, and rightfully so. It's not enough to achieve a certain reach on AER; the true measure of success and the size of the impact are determined by how much attention your audience pays to your ad. Media choices play a critical role in determining how effectively your advertising resonates with your audience. This is why considering where you showcase your advertising is just as important, if not more so, than how many people see it. Ensuring your advertising is consumed in a way that gets sufficient attention is essential to building the empire your brand needs.

Another critical aspect of media choices is the allocation across specific channels. This decision should align with the two primary roles of advertising: short-term sales activation and long-term brand building. The balance depends on your campaign objective. If your goal is short-term sales activation, you will likely choose channels that allow for tighter targeting and more persuasive communication. These channels are results-driven and enable better evaluation, focusing on converting audiences already in the market into buying customers.

On the other hand, if you're aiming for long-term brand building and want to reach the broader market, different channels are more appropriate. This might include TV, online video, and platforms suitable for reaching a wide audience and creating lasting brand associations. Striking the right balance between short-term performance marketing and long-term brand building is crucial.

​Les Binet and Peter Field's 60:40 Rule offers valuable guidance, recommending an optimal split of 60% for brand building and 40% for performance marketing. However, this split should be tailored to your specific category and your brand. I will include a link in the show notes to their excellent work, which provides further insights into optimizing media spend for your campaign. I highly suggest reading it and recommend it.

4. Distinctive assets

As mentioned already on the podcast, identifying and using brand assets purposefully is key. For example, when examining the IPA dataset, which includes the most effective ads to identify the best campaigns, Guinness stands out as one of the industry leaders in effectiveness. Their advertising and brand-building activities highlight that one key reason they remain at the top is their excellent use of distinctive assets. In their case, this includes their logo, the iconic black-and-white color scheme, the beer itself, and the harp. This strategic approach has helped Guinness become one of the most popular beers worldwide. When you look at their ads, you can immediately tell it is them—they have a specific feel and look to their advertising.