• Ep #32: Paul Bradbury of TBWA on branding/advertising markets; the peak of social media and campaigns that make a social difference

  • 2024/03/26
  • 再生時間： 55 分
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Ep #32: Paul Bradbury of TBWA on branding/advertising markets; the peak of social media and campaigns that make a social difference

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  • In this fascinating and wide-ranging discussion with branding and advertising guru, President and Regional CEO of TBWA, Paul Bradbury, we discuss recent developments in advertising markets and consumer trends. We use company examples such as Gatorade and Telstra to bring the branding process alive. Paul makes one of the biggest calls in the history of the Good Investing Podcast by saying social media has peaked and he explains why he thinks this is the case. He speaks of how people's media consumption patterns and behaviour have changed including the emergence of the "you only live once" mentality which is possibly contributing to stronger than expected discretionary consumption. We discuss two campaigns that are making a real change to the social landscape, signifying the potential social power of advertising, before we move into the ranking of the Greatest Five Ads in the history of Australian advertising. Will your ranking be the same as Paul's?

    0 min 45 secs Summary of the episode
    1:30 Paul Bio and who is TBWA
    4:20 What is the disruption component of TBWA, what does that mean and the Gatorade example
    8:20 Multi-media channels have changed the campaign approach
    12:30 Current ad markets and media spend. The consumer “you only live once “ mentality leading to higher than expected discretionary spending
    17:01 The way advertising is moving... away from the straight 30 second spot
    20:20 The challenge in targeting consumers
    22:05 The share of advertising the big platforms attract Meta, Google etc. Has social media peaked?
    24:30 Case study - The Telstra account “+61”
    29:00 Advertising making a real social difference. Mastercard ball kids and Classify "C” for Consent
    36:30 How AI will impact the advertising industry... looking forward, not looking back
    38:50 The greatest five ads in Australian advertising history quiz (using a very low tech approach...)

    Links to Mastercard ball kid campaign https://www.youtube.com/watch?v=GosY_5SPa_c
    Link to the Classify "C” for Consent campaign https://www.youtube.com/watch?v=ydrhk51SqFQ

    See omnystudio.com/listener for privacy information.
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あらすじ・解説

In this fascinating and wide-ranging discussion with branding and advertising guru, President and Regional CEO of TBWA, Paul Bradbury, we discuss recent developments in advertising markets and consumer trends. We use company examples such as Gatorade and Telstra to bring the branding process alive. Paul makes one of the biggest calls in the history of the Good Investing Podcast by saying social media has peaked and he explains why he thinks this is the case. He speaks of how people's media consumption patterns and behaviour have changed including the emergence of the "you only live once" mentality which is possibly contributing to stronger than expected discretionary consumption. We discuss two campaigns that are making a real change to the social landscape, signifying the potential social power of advertising, before we move into the ranking of the Greatest Five Ads in the history of Australian advertising. Will your ranking be the same as Paul's?

0 min 45 secs Summary of the episode
1:30 Paul Bio and who is TBWA
4:20 What is the disruption component of TBWA, what does that mean and the Gatorade example
8:20 Multi-media channels have changed the campaign approach
12:30 Current ad markets and media spend. The consumer “you only live once “ mentality leading to higher than expected discretionary spending
17:01 The way advertising is moving... away from the straight 30 second spot
20:20 The challenge in targeting consumers
22:05 The share of advertising the big platforms attract Meta, Google etc. Has social media peaked?
24:30 Case study - The Telstra account “+61”
29:00 Advertising making a real social difference. Mastercard ball kids and Classify "C” for Consent
36:30 How AI will impact the advertising industry... looking forward, not looking back
38:50 The greatest five ads in Australian advertising history quiz (using a very low tech approach...)

Links to Mastercard ball kid campaign https://www.youtube.com/watch?v=GosY_5SPa_c
Link to the Classify "C” for Consent campaign https://www.youtube.com/watch?v=ydrhk51SqFQ

See omnystudio.com/listener for privacy information.
続きを読む 一部表示

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