• SBP 091: The Cost Of Dull Ads. With Adam Morgan.

  • Oct 3 2024
  • Length: 1 hr and 16 mins
  • Podcast

SBP 091: The Cost Of Dull Ads. With Adam Morgan.

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  • Summary

  • Guest Bio:

    Adam Morgan

    Partner, eatbigfish: Brand and Marketing Consultant

    On LinkedIn


    Timestamps

    0:54 - About Adam

    3:23 - Defining Dull

    4:28 - The data sources of Dull

    6:16 - Mediocrity inspired this research

    10:01 - 4 the horseman of the dull-ocolypse

    14:10 - Do dull ads influence consumer perceptions

    17:33 - Optimizing to the average

    18:27 - Sponsor - Quatical: Fractional Marketing Leadership

    20:46 - The Smarter we get, the duller we get

    22:07 - The financial impact of Dull

    24:49 - Is average ad creative actually responsible?

    27:34 - What makes impactful communication

    30:15 - Emotion is more than tears

    34:05 - Insurance industry has raised the B2B bar of creativity

    36:19 - The % of B2B ads that are dull

    41:07 - Attention & reach are different

    43:03 - Dull inputs lead to dull outputs

    44:10 - What is Risk and what is responsible

    48:21 - Using AI in ad creative

    52:52 - More about Adam

    54:04 - Post Pod with V & Marc




    Risk & Responsibility: A lesson in creative responsibility


    The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands


    Let's Make Your Brand More Interesting | Inc.com


    The £10m cost of dull advertising | WARC | The Feed
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