By System1 Research
The podcast currently has 12 episodes available.
Here's what we covered in this episode:
After sitting through over 100 Christmas ads we've come to our definitive top 10 of this year. John Lewis / Waitrose have come out winners this year but not without a fight from some worthy contenders in a very, very strong year of ads.
We've created a playlist with all the ads featured in this podcast for your viewing pleasure, but here's our top 10.
You can read our written round-up of the ads here.
Chapter four of Lemon "How the advertising brain turned sour: Creativity and Company Culture"
Orlando is joined in this episode by Sarah Carter, co-author of How Not to Plan, with Les Binet, and Global Planning Partner at Adam&EveDDB. In chapter four of Lemon, Orlando talks about a cultural change that’s taken place in the last 15 years that is responsible for a flattening, abstraction and devitalisation of advertising. The instincts that lie behind standardisation, centralisation and specialisation are the same instincts – or ways of attending to the world – that are responsible for this flattening in style.
Lemon offers not just a diagnosis, but a cure – and points towards a creative style that does work. What can we learn about creative development from those who have created great work?
Sarah was lucky enough to work with one of the great creative directors – John Webster – and has written a brilliant book about him (John Webster, The Earth People’s Ad Man). Sarah has also written articles about him and his working style.
You can learn more about Lemon here, where you can also pick up a copy of the book.
Today is the launch of 'Lemon. How the advertising brain turned sour', written by System1's Chief Innovation Officer, Orlando Wood.
In this episode we go through each chapter and cover the following topics:
You can learn more about Lemon here, where you can also pick up a copy of the book.
Today’s podcast puts the spotlight on our divided brain, as we discuss Lemon, the landmark new book from the IPA by System1’s own Orlando Wood. We’ve got Orlando here talking with Tom about the science behind the book, his inspiration and what exactly marketers can learn from it. Think you know all about the left and right brain? Lemon will make you think again.
In this episode we discuss:
The book will be released on the 15th October available to buy from the IPA, from the EffWeek conference (or we might be able to obtain a copy if you leave a lovely review of this podcast on iTunes).
How do ads perform across different markets? We've conducted a study which took 5-star ads from the US and tested them in the UK, then took 5-star ads from the UK and tested them in the US to see how much of a difference it made.
We're also joined by Laura Swinton who is the MD and Editor-in-Chief of Little Black Book. LBB is an independent platform that brings together the best work from agencies, brands, post-production houses and more. They also run a yearly awards show called the Immortal Awards.
Here are the ads we discussed:
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Tom and Jon get down to the nitty-gritty details about how some brands have been stripping away their logo and the impact that it's had. We talk about a few different campaigns in this episode, here are the links to everything referenced:
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Free Trial of Ad Ratings
Joined again by our Head of Marketing, Tom Ewing, and a first appearance on the podcast from our Data Scientist, Nine Adler, we take a look at some of the strangest ads we've seen of past along with some of the more recent (and tamer) ones.
There are a lot of ads we talk through in this episode, so we've made a handy playlist of them here.
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Free Trial of Ad Ratings
The Smash Martians. Papa and Nicole. The 118 118 runners. Alexandr Orlov and Gio Compario. These icons of British advertising have something in common. They are examples of what we call a Fluent Device - a recurring property or idea that drives the creative in a long-term campaign and makes it more profitable.
In this episode we discuss:
The 2019 Women’s World Cup kicked off this June, sparking discussions beyond on-the-pitch performances.
Whilst the tournament has raised criticism around global encouragement, development and investment in women’s sports, it has also been a story of positive progress for the competition.
We tested WWC ads launched in the UK and US that showed some brands have been quick to capture this spirit in their advertising with great success.
Ads talked about in this episode:
Jill's fantastic article on the ads:
https://system1group.com/ad-ratings/which-ads-won-the-womens-world-cup
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The podcast currently has 12 episodes available.