Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation.

In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising.

Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more.

Don't miss this opportunity to learn from one of the brightest minds in marketing.

Enjoy the show!

Our Guest:

Andrew Tindall

SVP Global Partnerships @ System1

https://www.linkedin.com/in/andrew-tindall/

https://system1group.com/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T

Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average

Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU

The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory

Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/

Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability

TimeStamps

0:00 - Podcast Intro and Introduction to Andrew Tindall

3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads

7:10 - The importance of good product design - Burger King

8:30 - Creativity is the biggest driver of ad profitability

11:57 - The problem with AI-generated creative & platform metrics

13:38 - Why do we undervalue the inputs and overvalue the outputs

16:53 - Making time to think

20:15 - Awards for creativity vs. creative effectiveness

24:34 - Refusing to learn performance marketing

26:09 - Why we’ve not seen massive effects in creative effectiveness

27:45 - Measuring effectiveness with System1

31:08 - eSOV + Emotion drives profitability

35:16 - Nearly 75% of B2B ads are not effective in the long term

36:45 - B2B customers are not different than B2C

38:50 - Creative effectiveness is against a benchmark

39:59 - Strategy is critical for effective advertising

41:58 - 3 elements of effective ads: Unique, Engaging, Craft

46:30 - Dull ads are the biggest risk to your marketing investments

48:43 - Outdated ideas on pre-testing ads

50:04 - Shit that arrives at the speed of light is still shit

52:08 - Post-pod with V & Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Laz Perez: Leading Metrics vs. Lagging Metrics for REI