For years, brands have been following the same effectiveness rule book and ended up with a sea of sameness. Codified advertising. Box-ticking campaigns. Bleeding into each other and stymieing growth due to a lack of differentiation and a wealth of misattribution. By sticking to tried-and-true formulas and playing it safe with messaging, the pressure to conform can be overwhelming.
In today’s crowded and competitive marketplace, it takes more than simply following the status quo to capture the attention of consumers. The brands that have come out on top in effectiveness awards do so because they recognised that playing it safe
