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

Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Introduction

01:15 - Nike’s Market Strategy and Challenges

05:31 - Amazon’s Return to Office Mandate

09:52 - Swedish Advertising Insights

13:45 - The Evolution of KPIs in Marketing

25:38 - Ad of the week

Links:

Title: Did Nike Lose it’s Cool or it’s place? Prof. Koen Pauwels

Source: Prof. Koen Pauwels

Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D

Amazon Says No To Remote Work - Mandates full 5-day return to office

Source: Techcrunch

Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/

Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html

Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting

Source: Sveriges Annonsorer

Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024

Title: Is the KPI still a good indicator of performance? Johnny Corbet

Source: Marketing Week

Link: https://www.marketingweek.com/kpi-good-indicator-performance/

The Marketing Moment:

How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments

Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments

Ad of the Week

MIRO - collaboration and project management software

https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo

The Back Story - the production team used Miro to produce the commercial for Miro

https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html

Welcome to another episode of the Sleeping Barber Podcast!

Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman.

James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success.

Enjoy the show!

Our Guest:

James Hurman - https://www.linkedin.com/in/jameshurman/

• Founder Previously Unavailable - Innovation Studio
• Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC
• Co-founder of Tracksuit - a SaaS brand health tracking system
• Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder
• Author of a new book for startups called Future Demand and The Case for Creativity

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps:

0:00 - Episode Introduction

3:28 –the trouble with CAC & the startup playbook

6:39 – why future demand (brand building) is important for startups

10:15 – is demand generation possible

15:04 – Why CAC gets worse without brand awareness

17:30 – Split budgets between brand and performance marketing

19:00 – James’ journey into effectiveness

24:14 – What is effectiveness?

26:35 – The Creative Effectiveness ladder

32:35 – Do ads wear out or wear in?

37:10 – The customer need behind Tracksuit’s brand health tracking SaaS

41:10 – Lessons for early-stage startups

44:53 – The power of industry expertise inside a startup

47:58 – Building Effectiveness knowledge inside companies

51:15 – Much of what marketers are taught is wrong

53:30 – Marketing evidence needs to wear in

54:15 – how to learn more about James

55:09 - Post Pod with V and Marc

Background Research & Literature:

James on LinkedIn https://www.linkedin.com/in/jameshurman/

Tracksuit https://www.gotracksuit.com/us

Previously Unavailable https://www.previously.co/

Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder

The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand