Mi3 Audio Edition

Cannes conundrum: Why ESOV isn’t working: Peter Field, Karen Nelson-Field and Orlando Wood warn the ad industry faces a triple jeopardy threat as effectiveness rulebook ripped up


Listen Later

Three leading global authorities on advertising effectiveness are worried enough about the efficacy of advertising and the impact it has on business results that they have joined forces to present new data and observations in Cannes next week on why a triple jeopardy threat is a clear and present danger to the global industry. They go so far as to call for an overhaul in how advertising award shows like Cannes reward what is deemed the world’s best work. Advertising effectiveness supremo Peter Field, attention economy pioneer Karen Nelson-Field and creativity maestro Orlando Wood warn that ad effectiveness, ESOV and mental availability created by advertising for a brand is crumbling. The ESOV principle – spending more than rivals to gain extra share of voice relative to market share to outplace competitor sales – no longer applies. Get the lowdown before it is presented to a global audience in Cannes next week. The trio argue there is a fix. 

See omnystudio.com/listener for privacy information.

See omnystudio.com/listener for privacy information.

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

Mi3 Audio EditionBy Mi3 & iHeart Podcasts Australia


More shows like Mi3 Audio Edition

View all
Mumbrellacast by Mumbrella

Mumbrellacast

1 Listeners

Mamamia Out Loud by Mamamia Podcasts

Mamamia Out Loud

590 Listeners

Equity Mates Investing Podcast by Equity Mates Media

Equity Mates Investing Podcast

63 Listeners

Biz by Mamamia Podcasts

Biz

19 Listeners

Squiz Today by Squiz Media

Squiz Today

47 Listeners

The Morning Edition by The Age and Sydney Morning Herald

The Morning Edition

82 Listeners

The Quicky by Mamamia Podcasts

The Quicky

117 Listeners

News Club by The Squiz

News Club

18 Listeners

Uncensored CMO by Jon Evans

Uncensored CMO

36 Listeners

FEAR & GREED | Business News by Fear and Greed

FEAR & GREED | Business News

10 Listeners

We Don't Have Time For This by Gemma Peanut & Kate Reeves

We Don't Have Time For This

72 Listeners

Chanticleer by Australian Financial Review

Chanticleer

18 Listeners

The Fin by Australian Financial Review

The Fin

19 Listeners

15 Minutes with the Boss by The Australian Financial Review

15 Minutes with the Boss

6 Listeners

Prof G Markets by Vox Media Podcast Network

Prof G Markets

1,102 Listeners