Here's the articles before you listen:
Part 1 – The Case for Creativity in Business
- Growing up in a world that didn’t recognise the potential of creativity
- How Apple ‘Crazy Ones’ Ad inspired James to pursue Advertising
- James’ mission to prove the value of Creativity
- Why Jon was supposed to have a career as an Actuary
- What the research tells us about the role of Creativity on your success
- Why we should define effectiveness in hard commercial terms
- Establishing a universal definition with the Creative Effectiveness Ladder
- Why understanding your commercial contribution will get you promoted
- Why the CMO needs to match the certainty and measurability of their Exec colleagues
- How to sell a Gorilla playing drums to your business
- We overestimate what we can achieve in 1 year and underestimate what we can achieve in 10
- The surprising impact on light buyers even on large brands
- Very few people are buying right now so you must focus on creating future demand
- The seduction of short term performance metrics
- How the failure rate of start-ups warn us about the danger of rely on short term metrics only
- Why it takes an average of 7 years to have an ‘over-night success’
- The importance of using familiarity when launching a new innovation
- Why you shouldn’t ditch the old creative if its good
Part 2 – The Controversy over Cannes
- How little time CMO’s actually spend on Advertising
- Jon shares the story before his Effie and Cannes Lion wins
- How Jon created the name for Uncensored CMO on the beach at Cannes
- System1 puts Cannes Lion winners to the test
- Why James reacted so strongly to my Campaign article
- The importance of recognising the power of Creativity in Advertising
- How the emotion being created by Cannes winners has changed
- The case for picking a side and standing up for your values
- Effectiveness awards look back whilst Creative awards look forward
- What the Nike winners tell us about Juries decision making
- Aldi Kevin the Carrot and the power of consistency
- Whether we can judge creative on a first impression only
- The importance of authenticity when it comes to purpose
- Wisdom of Crowds and how a Nat Rep samples can be a good guide to effectiveness
- The power of Excess Creative Share of Voice in addition to standard ESOV
- How the opinion of others impacts on our opinion of a brand
- The history of Essity’s Bodyform campaign and how agency & client worked together
- Peter Field’s Crisis in Creativity and how we have seen a significant shift to short termism
- What the role of Creative Awards should be
- Why we all need to work towards a longer term view and apply creativity to the health of our business
