SBP 077: Creativity In Service of the Customer. With Andrew Tindall.

Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation. In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising. Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more. Don't miss this opportunity to learn from one of the brightest minds in marketing. Enjoy the show! Our Guest: Andrew Tindall SVP Global Partnerships @ System1 https://www.linkedin.com/in/andrew-tindall/ https://system1group.com/ Our Hosts: 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/⁠ Podcast Literature: Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/ Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability TimeStamps 0:00 - Podcast Intro and Introduction to Andrew Tindall 3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads 7:10 - The importance of good product design - Burger King 8:30 - Creativity is the biggest driver of ad profitability   11:57 - The problem with AI-generated creative & platform metrics  13:38 - Why do we undervalue the inputs and overvalue the outputs 16:53 - Making time to think  20:15 - Awards for creativity vs. creative effectiveness 24:34 - Refusing to learn performance marketing 26:09 - Why we’ve not seen massive effects in creative effectiveness 27:45 - Measuring effectiveness with System1 31:08 - eSOV + Emotion drives profitability 35:16 - Nearly 75% of B2B ads are not effective in the long term 36:45 - B2B customers are not different than B2C 38:50 - Creative effectiveness is against a benchmark 39:59 - Strategy is critical for effective advertising 41:58 - 3 elements of effective ads: Unique, Engaging, Craft   46:30 - Dull ads are the biggest risk to your marketing investments 48:43 - Outdated ideas on pre-testing ads 50:04 - Shit that arrives at the speed of light is still shit 52:08 - Post-pod with V & Marc   Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber