Uncensored CMO Advertising creativity in times of crisis
Nov 21, 2022
31:37
The most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative.
What we covered in this episode:
- How Hovis proved the power of wear-in with an almost 5 Star
- Creative inspiration from an ad that is almost 50 years old
- How the romantic era is reflected in the Hovis ad
- The role of the right-brain in capturing attention
- What covid taught us about creative wear-in vs wear-out
- The accidental creative experiment that occurred during covid
- Proof that ‘wear-out’ is a marketing myth
- The difference in campaign length between the US and UK
- How right-brained features perform better in recession
- Why Christmas 2022 Advertising is the best yet
- The role of nostalgia in difficult times
- How Kevin the carrot delivers consistent 5 Star success
- Great creative shouldn’t just be for Christmas
- The power of fluent devices in advertising and re-using old work
- Orlando’s top 3 tips for investing in a recession
- How good advertising can support price increases in recession
- How brand building helps you come out of recession better
- Orlando’s top 3 tips for making creative work in a recession
- Why focussing on character, incident and place make effective creative
- The role of humour in difficult times