Andrew Tindall’s Post

Transcript

Importantly, this research, I think, has spurred on System One and the IPA and young Andrew Tyndall, who's now 16. You know, he's getting old enough to have his own point of view now. Only kidding, Tindall to produce what I thought was the best empirical work of the year. And all credit to Andrew and, and the IPA for working with him. So if you haven't downloaded this report or watched the YouTube presentation, much as it pains me to say it, you should do that and not listen to me because it's the most important empirical work of the year. And what Andrew has shown, I think conclusively is a much broader picture of compound creativity. Let let me explain what he means by that. So what Tindall's done is he's gone and looked at the data and he said, well, well. What do we mean by being more consistent in the world of advertising? Well, he's he's split it into three different buckets. First, create your foundations. So what he means by that is before we get to the comms work, are we keeping the same positioning? Have we kept the same campaign idea? And do we have the same agency partner working with us? Yeah. All, in my opinion, essential SuccessFactors that often aren't in place. Right. Good positioning takes 10 years to work, right? Good agency marriage should last. Very long time. Then he's looked at the culture of consistency within the, within the Organism, within the client organization. So does the agency understand the need to to have creative wear in give it a chance to work? Do they understand the need to have it across channels, maybe different messages, but still consistent? Are they using the same creative assets? And then finally in the execution itself, we get the main part here, consistent brand assets. Are we using the same brand codes over and over, which is crucial? Is it the same tone of voice? Are we using the same Fluent device, Specsavers, etcetera? Have we committed to a brand slogan for a decade, ideally more, And so on and so on. Basically, we're doing the opposite of what most hot news CMO's do when they come into an organization. Are we doing the same ****? And the reason we should do the same **** is it works better than new ship and when you look at, in this case, an SOV. Maximize our efficiency. So what we mean by that is, and we'll talk about it again more when we get to Marks and Spencer, you get extra share of voice works anyway, right? If you have a + 10 excess share of voice, it will generate a certain amount of share of market growth. Every year. If you do it with existing assets using an existing positioning, the same agency, the same, the same, the same, you see that gold line there, you get a significant boost to the efficiency of that share of voice because you're effectively using more powerful existing assets than going out and doing it with less consistency in a new way. I'm making this more complex than it needs to be. Old is better than new, right? The older stuff beats the newer stuff. And I would I would put myself in tindle there out there as a fine example of that particular valuing system.