Future Proof

67. What makes a winning advert?


Listen Later

“With great purpose comes great scrutiny.” How do you bring brand purpose to life through advertising? And how do you do so in a way that is still creative, and effective for the brand in question? We speak to Mike Watson of Wunderman Thompson, the agency responsible for the fantastic localised advertising campaign for HSBC where stats around homelessness where put front and centre. As this was the top ad in our Creative Effectiveness Awards this year, we ask Mike: how did it come about? Where do you start when it comes to purpose-led advertising? And what are the secrets of building good campaigns that capture our attention, and move us to action?

Hosted on Acast. See acast.com/privacy for more information.

...more
View all episodesView all episodes
Download on the App Store

Future ProofBy Kantar & Saïd Business School, Oxford University

  • 4.4
  • 4.4
  • 4.4
  • 4.4
  • 4.4

4.4

7 ratings


More shows like Future Proof

View all
The McKinsey Podcast by McKinsey & Company

The McKinsey Podcast

389 Listeners

WSJ Tech News Briefing by The Wall Street Journal

WSJ Tech News Briefing

1,640 Listeners

The a16z Show by Andreessen Horowitz

The a16z Show

1,090 Listeners

HBR IdeaCast by Harvard Business Review

HBR IdeaCast

164 Listeners

Cold Call by HBR Presents / Brian Kenny

Cold Call

195 Listeners

FT News Briefing by Financial Times

FT News Briefing

650 Listeners

Behind the Money by Financial Times

Behind the Money

225 Listeners

The Intelligence from The Economist by The Economist

The Intelligence from The Economist

2,552 Listeners

Nudge by Phill Agnew

Nudge

177 Listeners

Uncensored CMO by Jon Evans

Uncensored CMO

45 Listeners

Think Fast Talk Smart: Communication Techniques by Matt Abrahams, Think Fast Talk Smart

Think Fast Talk Smart: Communication Techniques

794 Listeners

The Prof G Pod with Scott Galloway by Vox Media Podcast Network

The Prof G Pod with Scott Galloway

5,547 Listeners

Coaching Real Leaders by Harvard Business Review / Muriel Wilkins

Coaching Real Leaders

673 Listeners

The AI Daily Brief: Artificial Intelligence News and Analysis by Nathaniel Whittemore

The AI Daily Brief: Artificial Intelligence News and Analysis

608 Listeners

Prof G Markets by Vox Media Podcast Network

Prof G Markets

1,425 Listeners