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.
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.
Today on #TheDrumShow we speak to @habito CMO Abba Newberry and @System1Research’s chief innovation officer Orlando Wood, who penned the IPA Lemon report around short-termism, ‘left-brained creativity’ and the role of the CMO in the creative process. https://t.co/iMnyEsaZYU
— The Drum (@TheDrum) October 18, 2019
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.”