SBP 091: The Cost Of Dull Ads. With Adam Morgan.
Welcome to another episode of the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He’s also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising.
Guest Bio:
Adam Morgan
Partner, eatbigfish: Brand and Marketing Consultant
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
0:54 - 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
Literature:
Risk & Responsibility: A lesson in creative responsibility
The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands
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