SBP 017: The Secrets to Ad Effectiveness, with Jon Evans and Orlando Wood.

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understanding why left-brain versus right-brain thinking is wrong. 

This is an episode you don't want to miss. Enjoy the show!

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Our Guests:

Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/

Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/

Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/

Follow the System 1 Group: https://www.linkedin.com/company/system1-group/

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The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Literature and Links:

• Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/ 
• Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/
• Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&t=1031s
• Look Out Video: https://vimeo.com/646872264
• GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk
• Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac
• Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA
• Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw

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Timestamps

• 0:46 - Intro to Jon and Orlando
• 4:14 - The “purpose” of advertising
• 7:35 - Declining effectiveness of advertising
• 12:36 - Attention and why left v right Brain thinking is wrong
• 18:27 - The impact of digital on advertising effectiveness
• 22:54 - The correlation between Orlando’s work, ad effectiveness and business outcomes
• 27:50 -  The value of testing creative
• 32:32 - The negative impact of performance marketing
• 33:58 - Long-term versus long-lasting effects of brand building
• 36:19 - Differences between ads built for narrow versus broad beam attention
• 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness
• 43:38 - Are there bad ads?
• 44:30 - Can ads have too many messages?
• 49:07 - Industries leading the adoption of testing creative
• 53:19 - Channel choices - the importance of attention and reach
• 57:05 - Do these principles and results apply to B2B?
• 1:01:49 - Why brand building is effective before Black Friday
• 1:04:21 - Postpod with V and Marc