Paul MacFarlane’s Post

When you understand that 70% of the success of a campaign comes from the creative aspect, you work with WPP. When you realize that you need to integrate creativity and tech to deliver the creativity, you work with Ogilvy One.

More reasons to watch the Morrisons Christmas Ad Marketing Week spoke to Morrisons CMO Rachel Eyre about how they approached Christmas this year I think its fair to say Christmas in the UK must be the most competitive advertising environment in the world, especially for retailers for whom the entire year is made or broken by Christmas, and when you are up against the likes of Aldi and M&S As a CMO these are the really high pressure moments and it can feel like the entire business is judging your every move so what you really need, as headlined by MW, is some confidence and credibility As Rachel puts it in the article “Without our focus on effectiveness, I don’t think I would have been empowered with the information, the confidence or the credibility to make that case on behalf of the brand and on behalf of the business,” This is why I believe in the System1 approach. It's not just that you get to measure your creative with the audience that matters, the customer, but you have the data to get the entire business fully behind your campaign when the stakes are high. I can give you many reasons to watch the Morrisons ad, not least the use of my favourite 80's soundtrack, but one reason is the fact this scored the maximum Star rating of 5.9 on System1 Test Your Ad. The fact they knew that before the campaign went live is what gave them more than a little confidence and credibility Nice work to Morrisons and Leo Burnett Link to Marketing Week Article here https://lnkd.in/ectAtXaA Jennifer England Mark Elwood Tom Sussman Josh Bullmore Kerry Collinge

For this week’s AdMiration feature, we researched Malibu’s “Don’t Drink and Dive” ad. The ad is part of their campaign with Royal Life Saving Society (RLSS) to raise awareness of the risk of drowning when drinking near water. What can we learn from it? There’s more than one way to land a serious or shocking message.  Even here humour can work as part of a narrative arc. - The ad scores in the top 5% of all UK ads in potential to drive immediate sales and top 15% in potential to build brand equity in the long-term.  - It delivers an important message in a significantly distinctive way that is unique and true to the brand’s tone of voice. - Despite not using a typical shocking approach to raise awareness on the topic of drinking-related drowning incidents, the ad still manages to evoke a feeling of surprise in the audience significantly beyond that of the average UK ad (surprise response: 9% vs 3% norm). When the message of “1 in 4 UK drownings involve alcohol” appears on screen we see a huge spike in the surprise emotion, but this is followed by a peak of laughter and love as Tom Daley turns around to reveal the call to action of “Don’t Drink and Dive” on his knitted briefs in a tongue in cheek way.  - There is a great story arc. From upbeat, positive holiday vibes, to a sudden switch in the music and pause in action to ending back on a high. The change in tone with a switch in the upbeat music of the ad preceding the message reveal allows for the moment of surprise to be even more impactful and for the message to truly stick. It’s a real masterclass in landing an important message without dampening the mood of the ad and ending on a positive note. Huge kudos to the whole team on this entire campaign (Brendan Madden Spencer Llewellyn Philippa Beaumont Freddy Taylor Matt Croxall and Pernod Ricard Wieden+Kennedy London)! They delivered a highly captivating, but most importantly, lifesaving message in a truly impactful and unique way. #advertising #AdMiration #creativeandeffective #consumerinsights #marketresearch

April’s Joy of Digital Award goes to…. OVO! 🙌 OVO's first actionable audio ad champions environmental action, speaks to our Chief Digital Cheerleader Joy T.B.'s love of napping and even includes a dash of hollywood magic 💫 Big congrats to OVO, Goodstuff, Say It Now & Saatchi & Saatchi on their Joy of Digital win 🎉 - find out more about the campaign via the link in the comments #digital #advertising #JoyofDigital #award #creativity Alice Tendler

Everyone has a favorite Super Bowl spot, but which do the creative minds behind the spots think is the real MVP? Watch the teaser below and catch the full video on ADWEEK.com! Edit by Malinda DiPasquale

𝐊𝐅𝐂 𝐒𝐩𝐚𝐢𝐧’𝐬 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 ✅ KFC Spain’s campaign, awarded Bronze at the JCDecaux OOH Creativity Awards, used x-ray images to prove the authenticity of their fried chicken. ✅ This approach combined scientific evidence with eye-catching OOH ads to showcase the brand’s quality. 📜 To read the full article the link in the first comment. #KFCSpain #CreativeAds #ScientificPakistan

the best way to bridge political divides, make people consider different points of view, etc. - make them watch this ad. did it increase sales in the short term? probably. maybe not as much as a price promo though. should the price promo have been executed instead and the hassle of making this avoided?

This is what you call making an impact 🔥 When we say we do things differently we mean it 📈 #SummerCarnivalTour #SummerCarnival2024 #MediaPlanning #MediaBuying #OOHAdvertising

Listen, I hated that #Temu #Superbowl ad as much as the next agency person 😡 An irritating ad played three times with zero craft in the execution 🙅♂️ But Tom Goodwin quipped that he thought it might end up being the most effective of the bunch. And I realised that he might be right. As professional creative people, we can fall into the trap of creative snobbery. But what if, by turning our noses up at jingles, we're leaving money on the table? 💰 What if we actually need more jingles? Swipe for a checklist on how to use them to your advantage. With quotes from System1, Andrew Tindall, Distinctive BAT and Thinkbox, and featuring the jingles we all hate, love and remember by Autoglass®, Safelite, Cornetto, Just Eat Takeaway.com, HARIBO UK, HARIBO of America, Inc. and Calgon. #moreofthismonday. --------------------- Do you ever feel like there's too much negativity and criticism of other people's work here on Linkedin? Me too. That's why, on Mondays on my LinkedIn, I share an example of an insightful, creative or well-executed piece of work in hashtag #advertising, #PR, #design, #business or #brandstrategy, as well as my comments on why I think we need *more* of that sort of thing. It's easy to stand on the sidelines and scoff, but actually getting in the arena and producing something creative takes guts, and I believe the good stuff is worth celebrating.

2023: No.1 in the Middle East, No.9 in the world. 2024: No.1 in the Middle East, No.7 in the world.