🤦 Only 6% of global advertising is effective. So what are we actually going to do about it? 🤦 Thanks, Kerry Collinge, for sharing this! This issue has plagued my marketing career for over 20 years! My son, at 8, summed it up perfectly: "Why do you want me to sit here and watch TV when I could be playing, talking, and being creative on Fortnite with my friends?" This sums up the reality of a world demanding engagement, interaction, personalization, and trust—something the current ad world has not caught up with. For decades, outdated data has dictated decisions, wasting billions on ego-driven, award-chasing creatives that fail to deliver results that actually mean something. The marketing industry needs a wake-up call. We are now amidst the next biggest con: Digital Media. Almost 50% of reported results are generated by bots, not real humans (47% of internet traffic is from bots, with 30% being harmful or malicious). It’s baffling how this blatant fraud persists. Why do so many intelligent people let this go by? Because these "results" get you promoted, win awards, and make you a hot commodity in the job market. Agencies demand hefty payments for their so-called creativity. It’s high time marketing and sales tore down their silos and started working hand in hand. The ultimate goal should be clear: driving sales and building genuine brand loyalty. So what can we do about it? ✨ Brands need to pivot towards creating authentic, engaging experiences that resonate with real humans. The decline of linear television is stark, but digital media is not the perfect alternative. 🎮 We need to learn from the success of gaming and Gamification, which shows us how to keep people engaged. Gaming now generates over $150 billion annually. 🤖 AI can help us work more efficiently and creatively. 🎨 Brand experiences allow us to tell better stories and, with technology, gain real data. 🔒 Gated communities allow us to rebuild trust and loyalty. Data from Forbes shows 85% of consumers are more likely to trust brands offering secure, exclusive interaction spaces. Harvard Business Review notes a 60% increase in customer trust and loyalty within well-managed exclusive communities. 📉 The advertising industry con needs to stop. We can no longer afford to create content that caters to awards juries rather than consumers. We need to focus on delivering tangible results, building brand equity, and fostering real connections. 🚀 Let’s advocate for a future where marketing and sales collaborate seamlessly, driving growth and innovation. 🛑 The time for change is now. 🛑 🔥 It’s time we stopped listening to the echoes of the past and started forging a path to a future where marketing is not just seen but felt, where results are not just reported but realized, and where creativity is not just celebrated but truly impactful. #MarketingRevolution #DigitalMedia #Gaming #AI #BrandLoyalty #CustomerEngagement #MarketingAndSales #Innovation #CreativityThatWorks
Uncensored CMO Podcast MD | Commercial Director a.p.e I MiniMBA | ThePowerMBA/ Co-Author of Pivot and Grow I Board Advisor I Mentor
“Only 6% of global advertising is effective” Why were Orlando Wood and Sir John Hegarty joined by an ape 🦍 on the main stage at Cannes today? Because they believe, based on vast data, that our industry is at threat of extinction. Like the apes 🦍 And they are passionate about doing something about it. We learnt Orlando has spend 2.5 years creating 8 classes on “advertising principles explained” (a.p.e) we can all call upon to use creativity for increased profit and pricing power. Highlights from an extraordinarily dull week #2 #ApeOrDie Jon Evans Andrew Tindall
Freelance Event Producer and Marketing Consultant based in Cannes France
5moGreat insights, Mike, and understanding of where we are and what we should do about it. I remember when we worked together on Virgin campaigns years ago. You were already challenging how we measure success, and championing a more integrated approach. Setting the right goals and measuring success is important. But, you are completely right, that the system is flawed. If everyone uses the same criteria to measure success, they will not take risks, stand out, and produce creative work. Understandably, they will do what delivers the results against which they are measured.