Advertising Seeks ‘Righter’ Answers

Advertising Seeks ‘Righter’ Answers

This story was originally published by

In a completely unscientific poll of those present at the event, utility emerged as the preferred strategy for the future.

SHARE
THIS



Advertising is rich in theories but none can claim to be the sole font of wisdom in a complex world, according to Guy Murphy of marketing and comms brand, JWT.

The agency network’s worldwide planning director told a gathering held to celebrate 50 years of Warc’s monthly magazine, Admap – the anniversary issue of which explores the future of brand communications – that this confusion was nothing new, as he reminisced about acronymic ideas such as AIDA and DAGMAR.

“There’s never going to be a right answer,” he concluded, “just answers that have a greater degree of rightness about them than others.”

And despite the range of ideas about advertising and communications, he had noted a creeping anti-intellectualism in the industry, as people started to regard action as more important than thinking, to believe that “thinking holds things up, thinking makes things slow”.

That resulted in such nonsensical statements as “thinking just is acting” or “strategy just is doing”.

For the full read, click here.

Please login with linkedin to comment

awards digital screen Kew Junction YouTube

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]