Toby Pickford is the chief creative officer at Ogilvy Health and is currently representing Australia on the Health & Wellness Lions jury at Cannes Health Lions. In this opinion piece, he discusses whether traditional advertising can survive in the health industry.
Right now, it feels like traditional advertising is the polar bear on a lone iceberg. The space for it seems to be reducing every year as tech heats up to a new high.
Tech’s helping to diagnose, reveal, monitor and educate. It’s helping to increase inclusivity, improve depression and reduce anxiety. Helping the deaf, the blind and the lonely is only just the beginning of its power. Tech is well and truly flexing its muscles here at the Cannes Lions health & wellness judging sessions and could possibly sweep the board.
All is not lost for trad advertising and communications though. To me, it feels as though tech is filling more of the functional role and traditional, more of the feeling.
Having said that, traditional print-based tools are very effective in certain countries where tech cannot reach or be as useful and tactile.
There are some amazingly simple ideas – some big, bold and beautiful ones – that show there’s still a chance for traditional advertising. Film and sound are the only mediums that can bring a jury to tears or make them laugh out loud. I can’t see tech doing that. Not right now anyway.
So, if traditional is to create some parity here, agencies and clients shouldn’t give up on it. It still has a very important role to play. We need to be even more insightful, clever and braver – that’s what’s helping some of the best traditional work step out of tech’s shadow.
Who will be the overall winner here at Cannes health & wellness, tech or traditional? Could it be a mix of both? With three more days to go on this health & wellness jury, anything can happen and everything could change.
Whatever happens on finals day, I hope we can show off a body of work that will set a new direction for healthcare creativity – one that will truly inspire agencies and their clients to be braver than before.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]