Comms Council campaign via DDB NZ encourages brands to keep building through advertising
The Commercial Communications Council has launched its new ‘Brands Needs Building’ campaign via DDB New Zealand.
Says a spokesperson from Comms Council: “At the Comms Council we believe strongly that Brands Need Building. Afterall, a brand is the most powerful competitive advantage a business can create. And the evidence suggests that holds true even in a recession. So we’ve taken our existing “Brands Need Building” campaign and updated it to reflect the latest thinking and evidence about marketing in a recession.”
The ideas in the campaign are based on a new report the Comms Council co-published with Peter Field and Rob Brittain, two of the world’s leading authorities on advertising effectiveness.
The report ‘AUNZ Advertising Effectiveness Rules – Winning or Losing in a Recession’, contains valuable insights on the implications of Covid-19 and the resulting recession for the advertising industry on both sides of the Tasman. The report was released via a live webinar.
The Comms Council believes this evidence in the report not only supports its case but also clearly establishes the premise that those companies that advertise in a downturn continue to reap the benefits long after the economy recovers.
Says a spokesperson from the Comms Council: “A massive thank you to DDB for the creative thinking, Starcom for the media thinking and TVNZ, oOh!media, Facebook, NZME and MediaWorks for their support in getting the campaign out there.”
5 Comments
This is pretty trash guys.
…everything looks like a nail.
The concern here is that these claims are not actually “facts”. It’d be more accurate to add “may” into all of those lines and admit the “science” isn’t quite that definitive.
In fact the evidence shows in the first page of the report that GDP growth in NZ, AU and the US has continued steadily despite a significant comparative reduction in advertising spend. And a comparative surge in spend in the UK hasn’t lifted the trajectory at all. Where exactly is the evidence that brands are in crisis? Where is the evidence that the comms part of the marketing toolkit isn’t doing as well as it needs to?
Maybe we in the agency world should recognise that clients have many pathways to growth and we should get better at understanding and supporting them all instead of banging this one drum over and over?
Especially now, where our clients are dealing with real and hugely disruptive challenges. It’s a little off whack to be telling them to buy gorilla suits and a set of drums.
‘The concern here is that these claims are not actually “facts”: JES-SUS. *Walks into garage and blows brains out*. People don’t remember facts, bud. They remember their minds being blown. They remember huge creative leaps that hit them where they will always remember and recall. They do not remember the power point you have started to present here. Creative advertising 101. Clearly you have been schooled in ‘digital’ and ‘content’. Bless every clueless bone in your ill-informed mind and emotional solar-plexus. Do you remember facts? Especially now? Are facts what spring to mind or fear, worry, doubt? PowerPoint man, do you remember the messages that really nail your feelings, your fears, your worries right here, right now? If you do not get this. you are in the wrong business. Take a walk bud, and do not look back. Medusa xx
Oh dear. Such a shame that such considered, well crafted and kind words are in service of someone completely missing the point.
Who was talking about emotion in advertising? As someone with a brand background I’m fully aware of its fundamental importance. Most people are. You’re hardly being profound.
However on your behalf I’ll apologise to those with ‘digital’ and ‘content’ backgrounds (why the quotes by the way? Those things are real.) who you seem to feel might not understand much. This kind of “them and us” thinking is ridiculous and something most people can see beyond. In my experience it’s only those more out of touch that want to make it a thing.
I’ll reclarify my points for you though. It seems ridiculous to think that marketers aren’t across all their options right now and need an ad campaign to tell them what to do.
It seems ridiculous to offer these misleading claims when the work referenced only shows that investments in brand and sov MAY help but there is no guarantee they will.
It seems ridiculous to think that clients should look to investing hundreds of thousands on possibilities that may pay off over time when they are busy trying to save jobs or redefine business models.
It’s not right to keep banging one drum when evidence suggests that what’s been going on in terms of redirecting brand investment may well be working.
It all comes across as an industry out of touch with its clients and market realities.
As for me leaving the industry I think I’ll stay thanks. There are too many aggressive, bullying types who want to get personal when someone offers what might be a contrary opinion. Maybe we need a bit more balance.
People do remember facts if they’re startling enough.
But that’s not my issue.
Every financial crisis ad agencies or comms councils roll out the same style work.
It rarely works.
Seen it four times now.
For CV1 we saw lots, during CV2 were seeing this. My issue is that clients don’t listen to agencies when the client CFO is the one calling the shots. They’re trying to survive as best as we all are.
This won’t move the dial. Maybe it never was supposed to. Maybe it was just an effort to speak for the industry which for the most part has been relatively silent (apart from the odd posting on LinkedIn, which in itself is a huge load of bullshit virtue signaling to the point you need a vomit bag nearby when reading it).
I’m not attacking DDB, I have many friends there, but as an industry we needed to be doing this as an…wait for it, I’m gonna day it…always on strategy.