Specsavers's new ad in Sydney airport has melted the internet.\n\nIt's impressive how globally consistent Specsavers are.\n\nAnd not just with their branding but the “Should've gone to Specsavers“ creative idea. A platform they have leveraged for years.\n\nIn new research, System1 and IPA (Institute of Practitioners in Advertising) have shown that committing to a creative idea for longer leads to more effective advertising, a stronger brand and more in-market very large business effects.\n\nThis is a golden example of that. Building the same positioning improves mental fluency. The idea gets easier and easier to digest every time. Perfect for OOH, where JCDecaux and Lumen Research have shown you only get 2 seconds of attention on average.\n\nBy not having to reinvent the wheel for each campaign or even each channel, the marketing team can focus on the most important task - building and refreshing brand memories.\n\nWe are launching that full research in a couple of weeks. We even show that switching agencies leads to lower effectiveness. Pitch who?? Catch it here: https://lnkd.in/eTeKpypY\n\nI share #advertising and #marketing insights daily, follow for more. Thanks for sharing Danny Russell.
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Andrew Tindall
These are the best posts from Andrew Tindall.
5 viral posts with 14,544 likes, 871 comments, and 360 shares.
4 image posts, 0 carousel posts, 1 video posts, 0 text posts.
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Best Posts by Andrew Tindall on LinkedIn
Charlie XCX's creative brief for brat
Vs how a marketer would write it.
This is probably the most effective brief in the world, given brat's success compared to the relatively small budgets. It has the essence of Mick Jagger's famous brief to Andy Warhol.
I spun this into something fun to shine a light on the work done by Mark Ritson & BetterBriefs. Did you know...
- 80% of marketers think they are good at writing briefs, 10% of agencies agree
- Only 6% of agencies are clear on the strategy shared in a brief
- (My favourite bit) Only 38% of agencies are clear on the target audience from a brief, and 34% of marketers aren't clear on it themselves (!!)
Some shockingly bad realities. But they've made 'The Best Way for a Client to Brief an Agency' PDF totally free via the IPA (Institute of Practitioners in Advertising) here: https://lnkd.in/ezZvWjh5
I share #advertising and #marketing insights daily, follow for more.
Vs how a marketer would write it.
This is probably the most effective brief in the world, given brat's success compared to the relatively small budgets. It has the essence of Mick Jagger's famous brief to Andy Warhol.
I spun this into something fun to shine a light on the work done by Mark Ritson & BetterBriefs. Did you know...
- 80% of marketers think they are good at writing briefs, 10% of agencies agree
- Only 6% of agencies are clear on the strategy shared in a brief
- (My favourite bit) Only 38% of agencies are clear on the target audience from a brief, and 34% of marketers aren't clear on it themselves (!!)
Some shockingly bad realities. But they've made 'The Best Way for a Client to Brief an Agency' PDF totally free via the IPA (Institute of Practitioners in Advertising) here: https://lnkd.in/ezZvWjh5
I share #advertising and #marketing insights daily, follow for more.
The new Pepsi campaign is wild.
Every burger deserves Pepsi.
System1 have tested the new campaign from BBDO New York, and it's one of the strongest ads they've released over the past 24 months with American consumers.
Breaking into restaurants that only serve Coca-Cola to ensure the customer gets a Pepsi. I love it because it's consistent with the “with food“ positioning they've been building and it focuses way less on Coca-Cola than previous executions.
It's also fun. Ads should entertain. See the full testing here: https://lnkd.in/eTS3B-Kr
PepsiCo The Coca-Cola Company
I share #advertising and #marketing insights daily, follow for more.
Every burger deserves Pepsi.
System1 have tested the new campaign from BBDO New York, and it's one of the strongest ads they've released over the past 24 months with American consumers.
Breaking into restaurants that only serve Coca-Cola to ensure the customer gets a Pepsi. I love it because it's consistent with the “with food“ positioning they've been building and it focuses way less on Coca-Cola than previous executions.
It's also fun. Ads should entertain. See the full testing here: https://lnkd.in/eTS3B-Kr
PepsiCo The Coca-Cola Company
I share #advertising and #marketing insights daily, follow for more.
The most creative mail ad I've ever seen
“Spilt wine“ advertising accidentally cover 🤌
Hiscox has sent out a load of direct mail, and it looks like wine has been spilled all over it. What a way to stand out.
What a way to bring drama to the product benefit, consistent with what the brand has stood for over years.
And let's hear it for mail. Once you examine the effectiveness evidence for mail advertising, it's impressive.
I wrote a piece for Marketreach and Royal Mail on this a few months back.
- It's physical, surprising, and emotional
- Super high attention, mail kicks around in someone's home for days
- Incredibly trust-building because it looks expensive vs a digital message
Sure, the cost of mail vs an email might look spicy and luxurious. However, for results, paired with this level of creativity, it all starts to stack up for marketers wanting effectiveness.
I've linked full research on mail and emotion for free in the comments.
Hope this wins an award. Brilliant use of a medium. Rory Sutherland, you'll love this.
Ruth Shearn - thank you for sharing. Such a golden find!
I share #advertising and #marketing insights daily, follow for more.
“Spilt wine“ advertising accidentally cover 🤌
Hiscox has sent out a load of direct mail, and it looks like wine has been spilled all over it. What a way to stand out.
What a way to bring drama to the product benefit, consistent with what the brand has stood for over years.
And let's hear it for mail. Once you examine the effectiveness evidence for mail advertising, it's impressive.
I wrote a piece for Marketreach and Royal Mail on this a few months back.
- It's physical, surprising, and emotional
- Super high attention, mail kicks around in someone's home for days
- Incredibly trust-building because it looks expensive vs a digital message
Sure, the cost of mail vs an email might look spicy and luxurious. However, for results, paired with this level of creativity, it all starts to stack up for marketers wanting effectiveness.
I've linked full research on mail and emotion for free in the comments.
Hope this wins an award. Brilliant use of a medium. Rory Sutherland, you'll love this.
Ruth Shearn - thank you for sharing. Such a golden find!
I share #advertising and #marketing insights daily, follow for more.
Stella is getting its swagger back 🎾
What a brilliant example of the power of a properly executed partnership
I once worked on a drinks brand where we considered spending so much money partnering with a celebrity that we'd have no cash to tell anyone about it.
Stella has done the opposite.
They've clearly done their diagnosis, they need to premiumise. Although everyone could have guessed that.
They've picked a brand and occasion to help them do that. And they are telling everyone about it on shelves, in bars, on packs, and with broad-reach ads globally.
The execution is spot on. This special edition can look amazing, and the outdoor ads all over London right now are hard to avoid.
Haters will say there's no insight. I'll remind them: how bad marketers are at finding an insight should give us total confidence that marketing can be totally effective without one. As I've learned judging many Effies.
Love the work AB InBev, GUT Amsterdam, Anselmo Ramos.
I share #advertising and #marketing insights daily, follow for more.
What a brilliant example of the power of a properly executed partnership
I once worked on a drinks brand where we considered spending so much money partnering with a celebrity that we'd have no cash to tell anyone about it.
Stella has done the opposite.
They've clearly done their diagnosis, they need to premiumise. Although everyone could have guessed that.
They've picked a brand and occasion to help them do that. And they are telling everyone about it on shelves, in bars, on packs, and with broad-reach ads globally.
The execution is spot on. This special edition can look amazing, and the outdoor ads all over London right now are hard to avoid.
Haters will say there's no insight. I'll remind them: how bad marketers are at finding an insight should give us total confidence that marketing can be totally effective without one. As I've learned judging many Effies.
Love the work AB InBev, GUT Amsterdam, Anselmo Ramos.
I share #advertising and #marketing insights daily, follow for more.
