Advertising is “magic supported by science”, according to OMD Worldwide’s digital lead Uwe Hook.
Addressing yesterday’s Inside Series event for B&T’s MAD Week, Hook dispelled three advertising myths: that the purpose of marketing is to create devoted love among consumers; that advertising is about persuasion; and that communication is about creating differentiation.
“People are loyal to family – they are not loyal to brands,” he said. “The reality is that there is an overwhelming indifference to brands out there, and we have to deal with it. Getting over that indifference means being extraordinary.”
Hook claimed that people are in “open relationships” with brands and it is impossible to persuade them to buy a brand. Instead, he said, “advertising is a nudging business. We are there to nudge people to think about our brand”.
Providing winning arguments is not the key to successful advertising, as people’s perceptions change over time, Hook said. “Brands are mind associations – what matters is the size of your brand in people’s minds,” he told the audience. “You do not need to be remembered as different, you just need to be remembered.”
Outlining the role of big data in the advertising industry, Hook said: “Big data is not the solution – it’s just a spoke in the wheel to achieve your objectives. Rely on your creativity to achieve your goals, and optimise those goals with relevant data. Good advertising is really magic, supported by science.”
MAD Week continues this evening with the 30 Under 30 Awards and concludes tomorrow night with the Battle of the Bands contest.