In our debut episode we chat to a legend in the industry about what goes into successful creative. Artwell Nwaila is the head of creative for Google South Africa and is well-known in the industry for always learning, experimenting and trying out new things. He has experience in Fine Arts, Publishing, Advertising, Photography, TV and Tech, and over the last few years has focused on data and how that drives the creative process.

Drawing on his broad experience in the creative industry, we dive into what brands should consider when creating adverts - especially in the digital space. We discuss trends he’s seeing on YouTube and provide some best practices for creating memorable campaigns.

In this episode we discuss:

• "The ABCDs of building creative adverts for YouTube" - which is similar to Kantar’s framework for creative effectiveness - and whether recent adverts have followed these best practices.
• Some of the key themes seen in YouTube advertising over the last two years and how they differ from the former, pandemic years.
• Using a ‘heartbeat’ story arc in order to grab your audience’s attention right up front.
• The power of consideration adverts (aka longer adverts) on digital platforms.
• Effective use of music and visuals to make compelling ads - including dispelling some myths.
• Shifting creative to cater for growing audiences on mobile devices.

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