Who remembers your last campaign? No one?! That's the problem.

In this episode, I speak with Paddy Gilmore, founder of HumourScope®, about why humour isn't a creative risk, it's a commercial advantage.

A lot of marketing today is built to satisfy platforms. It hits the metrics. It looks good in a report. But in the real world? It's forgettable.

Humour changes that. Not because it's "funny," but because it creates a reaction. And that's what people remember.

We get into:

• Why humour makes brands easier to remember
• Managing risk without defaulting to safe work
• What Snickers and Volvo can teach us about growth
• Why this matters even more in B2B and serious categories

If your marketing feels safe, there's a good chance it's being ignored.

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

Audio Editor: Jake Wittlin

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