Rory Sutherland

The power of story telling is evident in the successful people , campaigns and brands that surround us . It is one of the 5 core skills that are rated the most important for all successful researchers , whether they are client or agency side

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Thanks to Campaign UK for the great coverage of our CMO survey. This was one of the most fascinating findings from the report; a dramatic year on year shift in attitudes to AI and creativity. CMOs are significantly less likely year on year to agree that AI can never create content that moves their audience or represents their brand. But they also want to see creativity across more and more aspects of their business-from CX to Commerce to Sustainability. So I see it more as AI giving extraordinary human creatives super-human ability to scale and adapt. AI not as competitor but as collaborator and copilot. https://lnkd.in/ea49vgan

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5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://loom.ly/Ck1DLAo #Attention #CreativeEffectiveness

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5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://loom.ly/Ln2COlw #Attention #CreativeEffectiveness

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🤔 What truly drives attention in #advertising — is it just about grabbing eyeballs, or is there something deeper at play? In a world where attention is fragmented and fleeting, understanding what makes an ad truly effective is more critical than ever. That’s why we at Affectiva were thrilled to collaborate with Kantar on the Advertising Research Foundation (ARF) #Attention Validation Initiative, assessing 40 TV and digital #ads to uncover what really matters. Our Global Managing Director of #MediaAnalytics Graham Page shares that the insights from this project are clear: #Engagement far outweighs mere visibility. Attention isn't just one thing—it's about connecting on a deeper level. Our joint dataset with Kantar supports this, revealing the nuances of attention and how to maximize it in your creative strategies. Discover more in this thought-provoking article by Kantar, where they share the key learnings from our collaborative research. If you're looking to elevate your creative effectiveness, this is a must-read. 👉https://lnkd.in/etqmYzyN #EmotionAI #AdTestingAI #FacialCoding https://lnkd.in/efNsP4Yn

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The brilliant James Morrison sharing the headlines of the Laithwaites Wine Medialab Group adam&eveDDB double gold winning IPA (Institute of Practitioners in Advertising) effectiveness award at the Effectiveness Conference 2024. Great debate with simeon duckworth Jo Arden Becky France Jennifer Shaw-Sweet around the topic of ‘Seize what’s starting: the role of experiments’ Headlines from the talk: - many brands are missing an opportunity to run more experiments. - keep asking yourself what the control is. What are you comparing your test result to? - keep the story simple to get wide buy in. - commit to the journey. It will take time. - Experiments create the space to be creative! So be brave! - Use experiments as one part of a holistic measurement learning agenda. - Laithwaites have shown there is no excuse not to make a start, anyone can do it. - Download the paper! Amen! Over many years Medialab Group have established a best in class unified measurement approach and I’m always chuffed to help brands put it into play. Extra legendary status James Morrison for coming on stage holding a Medialab Group branded note book! 😎🙏

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When creativity grabs attention in the Real World 🔥 From attention-grabbing special builds to fully immersive brand experiences, we’ve seen a phenomenal level of brands using Out of Home to deliver exciting, stand-out campaigns across the UK and Europe. Love Clear Channel Europe & Clear Channel UK's latest show reel and see how brands are continuing to push the boundaries of creativity in OOH! #OOH #PlatformForBrands #Creativity Talon, RapportWW, Posterscope, Kinetic GroupM OOH, Publicis OOH, Evolve OOH, billups, Mediabridge Global & so many more

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5 Reasons Byron Sharp's 'How Brands Grow' is overdue for a rethink. This provocative piece takes a critical look at Sharp and Ehrenberg's "How Brands Grow" and asks if it's time to rethink the model. Below are my 5 key takeaways from the article that pushes back on some of Sharp’s long-held principles. Check out the full article in the link for a deeper dive into the latest in marketing science 1️⃣ Stuck in Mediocrity: Blindly following Sharp’s broad-reach strategy risks average results, not breakout success. 2️⃣ Differentiation Isn't Dead: Sharp sidelines differentiation—but in today's market, standing out matters more than ever. 3️⃣ Loyalty Matters: Over-focus on penetration? It’s killing brand loyalty and long-term value. 4️⃣ Size Does Count: Sharp’s one-size-fits-all model ignores how brand size impacts growth tactics. 5️⃣ Old Dog, No New Tricks: Marketing has evolved, but Sharp’s model hasn’t kept pace with changing dynamics. https://lnkd.in/ggrhysvT #MarketingScience #BrandGrowth #brandstrategy #marketingstrategy #howbrandsgrow

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💡 🍔 There isn't a recipe for the perfect ad, but there are common ingredients. MmmmmmmmmmcDonald's deliciously good campaign crafted by the Master Advertising Chefs at Leo Burnett UK is a fantastic example of how to get this right through brand and strategic centric creativity. It's a brilliant example of how the 'creative magnifier' works in practice. 🍔💡 😄😆 The distinctive, entertaining and humorous way of dramatising how delicious McDonald's classic burgers makes a powerful connection with the audience. In the facial coding below you'll see that the 'mmmmmming' triggered by the deliciousness of the burger really makes people smile, as reprise of the 'I'm lovin' it' in a mmmm styley. It achieves this on repeat viewing - the hashed line - not just the first time the audience watches it. The ad's ability to evoke emotional reactions on people's faces lands in the top 9% of all ads! As one person put it "I thought the humming was quite amusing and showed how the character was getting carried away with the new taste experience." 🍟 🔐 This is an ad that could ONLY BE for McDonald's. Branding is in the top 2% of all UK ads. Brand cues - all those distinctive brand assets (and there are many of them!) that help you know which brand this ad is for - play an important role, but people also strongly believe that the impressions in this ad could only link to McDonald's. The 'mmmmmmmmm' itself plays a clever role in ensuring this is the case. For example this person said that branding is supported by "the iconic M all over packaging, graphics and the whole mmmm theme of the advert". This is also hugely important when it comes to memory structures. The ad falls in the top 5% for brand focus, this is where branding being supported by the brand being linked to creative magnifier, the part of the ad that people are most likely to remember. In this ad the creative magnifier - the 'mmmmm' also links to the 'new news' from the brand that the improved recipe means McDonald's burgers are now even "humyummmmmmmier". 💞💪🤲 The campaign includes another ad that showcases the detail 'how' the burgers have been improved. People love the combination of these two ads, not only does it strengthen takeout and credibility of the message, it also increases how much people like the campaign and it even makes it clearer which brand is featured. Although the creative connection between the ads could be more obvious, the combination of the ads is stronger than one in isolation. 🤲💪💞 Lindsay Gorton-Lee and Tom Lees are unpacking the secret sauce behind McDonald's strategy, how it has been successfully brought to life across all brand encounters and what that has led to in terms of brand outcomes tomorrow morning (23rd). Do join it will be really informative, inspiring and fun. Link in comments. Andrew Long Hannah Pain Mike Treharne Matthew Reischauer Ben Hooper Joe Miller James Millers Stavros Gkavalias Ph.D. Tom Sussman Angela D'Uva Fainareti Schortsaniti

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Quick read, and a good one, on Creative Effectiveness...

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✅ Transforming Events into Positive Impact Stories Ever wondered how an event can change the world? At MUT Agency we’re not just organising events; we're crafting experiences that leave a lasting positive impact on both people and the planet. 💡 The last 2 years I’ve had the privilege of witnessing firsthand how our creative endeavours are reshaping the landscape of brand experiences. Based in the vibrant city of Barcelona, our team specialises in #CorporateEvents such as #MICE and conventions. Also experiential events like brand experiences, product launches and celebrations. But what truly sets us apart is our commitment to Positive Creativity®. Our methodology is a #DATAcentric unique blend of strategic analysis, emotional ideas, and scientific rigor. This approach ensures that every project we undertake maximises business and #socialimpact while minimising #environmentalfootprint. And with our #MUTImpactDashboard, we measure both generated and saved impact, aligning with international standards. 🌍 Being a certified #BCorp we’re proud to stand as a beacon of #sustainability in the #marketing and #advertising sector. Yet, like any journey, ours is not without its challenges. From acquiring new partners to increasing our pull of #ESG metrics, very day is a learning curve. But with a dedicated team focused on such an innovative offering we’re poised for growth. Our ideal partners are those who share our vision. Together, we can create events that not only captivate but also contribute positively to society. In the ever-evolving world of events, staying ahead means being modern, cutting-edge, and always inspired by sustainability. Whether you find us on LinkedIn or TikTok, our story is one of innovation and impact. Looking to create an event that matters? Let’s make it happen. Connect with us, and let’s craft a narrative of change together. 🌟 #PositiveImpact #Sustainability #CreativeEvents #MUTAgency #Barcelona

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/ejy5YskN #GroupMUK #Sustainability

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"Brand Patience" It's hard to understand the importance of patience and consistency when there are short-term pressures on brands and their marketers because of this there's often an urgency to find an idea that can break through the clutter and land the brand on the cultural map. However, there's another way. Create a powerful platform for the brand and consistently execute against this over time. It requires discipline and patience, but it's a little like compound interest- the consistency pays off and reinforces the brand's position. Take VCCP and its work for Cadbury built on a platform of generosity- which, of course. \allows them to do great advertising, but also. supplement it with smart ideas like this one. Creating a breakthrough cultural hit isn't easy. However, having the discipline and patience to stick to a strategy and platform for years is a different kind of challenge.

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In London this Wednesday morning? Will you join us for breakfast? The Marketing Society invites you to join us with our friends Publicis Groupe for a thought-provoking discussion around the ‘Uncomfortable Conversation’ on the evolving landscape of diversity in communications and advertising. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities. Here’s the question for discussion: 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? JOIN US - in a lovely comfortable setting with breakfast and great company… as well as and some expert food-for-thought from great panellists (now including extra Emma Harris). A time-efficient and enjoyable way to learn and pause to think together. Thought-provoking, useful and a brilliant way to start your day! Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA JOIN US - book your place here - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

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