Pick up a copy of Steve's book "Can't Sell, Wont Sell" here.Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.What we covered in this episode:
Why a propose driven entry will increase your chances of winning a Cannes
Why creative should come up with an idea to dramatise the benefit of the brand and then sell it to the client
How Turkeys beat Lions and what that says about our priorities are
Creative awarded campaigns are less effective than in the entire 24 year history of the IPA database
Do people still believe in advertising’s role in creating demand? We need to see our purpose as commercial again
The drug of fast data. Why we prioritise what is easy to measure rather than what works
Lack of accountability to track and evaluate the impact over the long term
Why you should judge a CMO on year 2
The importance of winning the board room battle
Clients no longer appreciates the time and talent to create great work. The public now to anything they can to avoid advertising. A once powerful business tool is now debased and devalued. Chairman of D&AD.
Dropped commercial purpose for social purpose
Great examples of social and commercial purpose combining
Why social purpose shouldn’t be marketing strategy
First purpose is shareholders and employees
Lazy solution to a complex marketing problem
The insanity of Gillette’s toxic masculinity and how it performed badly against men
How did we disconnect from the audience we serve? 84% are 18-40, 80% AB etc we live in a London centric metropolitan bubble
How regional agencies reacted differently to London ones
Steve’s surprise at the reaction for his book and why he believes social purpose is being pushed by a small clique
Why the boycott of GB News should worry us whatever political side we at
Why Twitter pressure groups shouldn’t dictate your media strategy
Why fear is driving the politicisation of business
How pampers got social and commercial purpose right
Steve’s manifestos for change
Every speech should end with the commercial value of Advertising
A new initiative to make creative effectiveness
Awards panels needs cognitive diversity
What a CMO thinks of Cannes
How people fear speaking up
Steve’s vision for the future of awards