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! ____________ 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/ ____________ 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/ ____________ 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 ____________ 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