Pick up a copy of Steve's book "Can't Sell, Wont Sell" here.Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.What we covered in this episode:Why a propose driven entry will increase your chances of winning a CannesWhy creative should come up with an idea to dramatise the benefit of the brand and then sell it to the clientHow Turkeys beat Lions and what that says about our priorities areCreative awarded campaigns are less effective than in the entire 24 year history of the IPA databaseDo people still believe in advertising’s role in creating demand? We need to see our purpose as commercial againThe drug of fast data. Why we prioritise what is easy to measure rather than what worksLack of accountability to track and evaluate the impact over the long termWhy you should judge a CMO on year 2The importance of winning the board room battleClients no longer appreciates the time and talent to create great work. The public now to anything they can to avoid advertising. A once powerful business tool is now debased and devalued. Chairman of D&AD.Dropped commercial purpose for social purposeGreat examples of social and commercial purpose combiningWhy social purpose shouldn’t be marketing strategyFirst purpose is shareholders and employeesLazy solution to a complex marketing problemThe insanity of Gillette’s toxic masculinity and how it performed badly against menHow did we disconnect from the audience we serve? 84% are 18-40, 80% AB etc we live in a London centric metropolitan bubbleHow regional agencies reacted differently to London onesSteve’s surprise at the reaction for his book and why he believes social purpose is being pushed by a small cliqueWhy the boycott of GB News should worry us whatever political side we atWhy Twitter pressure groups shouldn’t dictate your media strategyWhy fear is driving the politicisation of businessHow pampers got social and commercial purpose rightSteve’s manifestos for changeEvery speech should end with the commercial value of AdvertisingA new initiative to make creative effectivenessAwards panels needs cognitive diversityWhat a CMO thinks of CannesHow people fear speaking upSteve’s vision for the future of awards

Ver todos los episodios