The most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative.

What we covered in this episode:

• How Hovis proved the power of wear-in with an almost 5 Star
• Creative inspiration from an ad that is almost 50 years old
• How the romantic era is reflected in the Hovis ad
• The role of the right-brain in capturing attention
• What covid taught us about creative wear-in vs wear-out
• The accidental creative experiment that occurred during covid
• Proof that ‘wear-out’ is a marketing myth
• The difference in campaign length between the US and UK
• How right-brained features perform better in recession
• Why Christmas 2022 Advertising is the best yet
• The role of nostalgia in difficult times
• How Kevin the carrot delivers consistent 5 Star success
• Great creative shouldn’t just be for Christmas
• The power of fluent devices in advertising and re-using old work
• Orlando’s top 3 tips for investing in a recession
• How good advertising can support price increases in recession
• How brand building helps you come out of recession better
• Orlando’s top 3 tips for making creative work in a recession
• Why focussing on character, incident and place make effective creative
• The role of humour in difficult times