We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?

Watch the ads referenced in this podcast:

• Cadbury Garage
• Oreo Twist

Timestamps:

• 00:00 Intro
• 03:23 Why creativity matters
• 04:31 Investing in creativity
• 08:00 Being forced into short term tactics
• 10:46 How to write a better brief
• 14:45 Distinctive assets (Oreo Ad)
• 20:10 Cadbury Garage Ad
• 22:07 Orlando Chart
• 23:21 Cadbury Generosity
• 27:24 How Cadbury approaches creative development
• 29:22 Data vs creative judgement
• 32:53 How to measure creative
• 40:15 Q&A