Media

The Drum Show: making the case for a little less 'left brain'

By Jennifer Faull | Deputy Editor

October 18, 2019 | 4 min read

The Drum has unveiled this week's episode of its online video series The Drum Show, which looks at the big talking points in media and marketing from the past seven days.

The latest episode is hosted by The Drum's senior reporter Rebecca Stewart, who was joined by Habito’s chief marketing officer Abba Newbery and System1 Research’s chief innovation officer Orlando Wood.

Wood discussed the findings of this week’s IPA Lemon Report, which he co-authored, that detailed a decline in creative effectiveness as a result of "left-brain thinking” and short-termism. These, he argued, had impacted not only brands but also modern culture.

thedrumshow

Stewart was joined by Orlando Wood and Abba Newbery

He encouraged marketers to embrace "right-brain thinking", and resist their instincts to analyse and devitalise, in order to create ads that entertained for commercial gain. Using elements in creative like metaphor, music and a sense of place, he said, would have the desired impact.

Newbery, meanwhile, offered her take on what effectiveness looks like for a 21st century brand like Habito, explaining how the young mortgage broker uses neuroscience to measure the impact of its creative.

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Other stories up for discussion were Churchill’s new advertising campaign, which Wood says despite concern is performing “very well”, and the ongoing troubles facing WeWork.

Finally, this week’s game of Bullshit Buzzword saw Mary Keane Dawson banish the word “automated” from ad land's lexicon: “There’s so much talk about automation in advertising but the reality is that we, as an industry, are far too manually driven. So I’m calling it out.”

The Drum Show will be hosted on LinkedIn and Twitter each Friday afternoon, bringing together voices from across the industry to talk about the top stories of the week.

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