What A Career In Advertising Has Taught Me
Former ad man Matt Jackson has left the industry to start his own business Affectors.com that attempts to marry art with commerce. In this guest post he reminisces of his days in agency land and the lessons learned…
On New Year’s eve my mother and I engage in a tradition which involves toasting a glass of Champagne to what we deem the greatest achievements of our passing year. I remember the year I announced that I had managed nine of the most effective McDonald’s Happy Meal campaigns in Australia’s advertising history. I was aware that the achievement of this required manipulating people and I didn’t believe that manipulation in itself was either a bad or good thing. However, in the time between announcing my achievement and sipping the champagne something stirred in my stomach.
Manipulation is neither bad or good
Since I left advertising I have realised that manipulation is not a bad thing. There are contexts in my life wherein I actively seek to be emotionally manipulated and if I am not then I am disappointed. Primarily these occur in the arts. When I select a song to listen to I am doing it for the way I want the music and lyrics to affect my thoughts and feelings. Likewise when I buy a ticket to the theatre or the movies and when I surrender to a novel or a persuasive piece of nonfiction writing. What is it that makes one form of manipulation acceptable and another abhorrent?
When manipulation is positive
Manipulation is not inherently negative. In many ways it is a creative act that steers the subject toward a series of realisations that leads to personal growth. Positive psychology and cognitive behavioural therapy (CBT) are two methods used in the health sector that aim to help clients build self-esteem, confidence and resilience. Like audience members in the arts, clients permit their thoughts and emotions to be manipulated in order to gain insight into how the world affects them and how they in turn affect the world around them. With increased self awareness the individual is empowered to choose the way they respond to manipulation and becomes more conscious of the motivations beneath and the consequences of their actions. Note that I am not defining a positive manipulation as a joyful experience, but rather one that leads to an expansion of self awareness.
How we measure success
The nasty aspect of this on a larger commercial scale is that we don’t measure or celebrate whether advertising and media succeeds in terms of the way it affects people. We only focus on measuring, ‘effectiveness’ in terms of the attention and sales achieved by the campaign. Whilst studying and practicing marketing I learned that attention and sales can be won through advertising that uses the principles of positive psychology and CBT to affect people in positive and negative ways. There is also strong evidence that advertisements that agitate fear and affect people’s self esteem in negative ways are more effective. Younger consumers today are more aware of the manipulative techniques used in overt advertising and they are enabling themselves to block them. It is also encouraging that we acknowledge and celebrate campaigns such as those by Dove that affect people’s self esteem positively. Campaigns like Dove’s are the remarkable exception though. The more pervasive marketing trend is to make the manipulations even more covert through the use of algorithms and personal data that make the manipulators more aware of the subject than the subject is of themselves.
Manipulation is part of life and sales are essential to business. We are becoming more adept and powerful at manipulating people’s thoughts and feelings and we are becoming more aware of the way it is happening through affective computing. My suggestion is that we use the technology to start celebrating the success of businesses that drive sales by moving hearts and minds in positive ways ahead of those that stimulate the most amount of sales by any means possible.
Matt Jackson is the founder of affectors.com, a business that affects creativity and team performance in the workplace. His latest book, The Age of Affect (Richmond Publishing $27.99), now available instore or online at http://www.affectors.com/shop/the-age-of-affect-by-matt-jackson
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.