Post by account_disabled on Dec 28, 2023 11:01:36 GMT
Can we achieve the long-awaited advertising effectiveness by pleasing all consumers? Should advertising be free of bad reviews and controversy to be “good”? Is it necessary for brands to take risks in their communication? Tom Fishburne reflects on these issues and shares his opinion in his blog Marketoonist , a space in which, through satirical vignettes, he reflects the problems, situations and trends that accompany the marketing and advertising sector. In his most recent post, titled “Playing safe,” Fishburne quotes Rob Schwartz, CEO of TBWA\Chiat\Day. «Every customer conversation I've had these days is about who is going to be offended by this ad. There is a lot of discussion about risk mitigation.
This makes things very bland and ineffective ,” notes Schwartz. For Fishburne, we are in a "complicated time" to work in any form of communication, so marketers must weigh the benefits of launching a Phone Number List message and the risks that that communication entails. " If we only pay attention to the risks, it may seem more prudent not to say anything ," warns the expert, for whom "playing it safe" may be the real risk. At this point, he mentions the Swedish oat drink brand Oatly , whose communication strategy is generating controversy. In the UK, she recently launched "Help Dad" , targeting middle-aged dads who are the demographic most reluctant to try vegan food.
In addition, the company has launched in response to Amendment 171 a campaign with the provocative claim "Are you stupid?" . “I always tell our team when they start getting a lot of negative comments on social channels that 'The first people to cross the trench always get shot,'” says Michael Lee, creative director at Oatly, and Fishburne reports on his blog. « We get shot at left and right, but as long as we believe we are on the right side of history and what we are doing is generating progress within the climate crisis, we are happy to make the decisions, because most brands won't do it» , he adds. As in each of his articles, the author of the Marketoonist blog accompanies his lines with a series of vignettes that he has designed over the years and that illustrate his reflection. «In an environment where someone always feels offended, brand teams will have to find their own direction .
This makes things very bland and ineffective ,” notes Schwartz. For Fishburne, we are in a "complicated time" to work in any form of communication, so marketers must weigh the benefits of launching a Phone Number List message and the risks that that communication entails. " If we only pay attention to the risks, it may seem more prudent not to say anything ," warns the expert, for whom "playing it safe" may be the real risk. At this point, he mentions the Swedish oat drink brand Oatly , whose communication strategy is generating controversy. In the UK, she recently launched "Help Dad" , targeting middle-aged dads who are the demographic most reluctant to try vegan food.
In addition, the company has launched in response to Amendment 171 a campaign with the provocative claim "Are you stupid?" . “I always tell our team when they start getting a lot of negative comments on social channels that 'The first people to cross the trench always get shot,'” says Michael Lee, creative director at Oatly, and Fishburne reports on his blog. « We get shot at left and right, but as long as we believe we are on the right side of history and what we are doing is generating progress within the climate crisis, we are happy to make the decisions, because most brands won't do it» , he adds. As in each of his articles, the author of the Marketoonist blog accompanies his lines with a series of vignettes that he has designed over the years and that illustrate his reflection. «In an environment where someone always feels offended, brand teams will have to find their own direction .