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Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
Uncensored CMO
The Importance of Authenticity in Advertisements
An engaging ad should weave the product into the narrative rather than focusing solely on consumption. The effectiveness lies in placing the product in the center of the ad, creating authenticity and sensory experiences. By allowing the audience to pick up on implicit messages, the ad becomes more powerful and memorable. One example of this approach is SpecSavers.
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