This is not going to be another blog post on what a fascinating time it is for planning, or for marketing in general.
Everyone knows this already.
Couple of items embedded here, though, which feel like they go together to prove the point.
The first is an interesting exploration of why things need to change.
This is from my friend and colleague Mark Lester, and it’s a riff on the idea that mere awareness of what’s being communicated (or rather, attempted at being communicated) is rarely enough to change anything. Check his Planning Fallacy blog here for more thoroughness and neat thinking.
The second item is a film of the Teacher Recruitment campaign that won some stuff at the IPAs the other night.
I put it here as a potential companion piece to Mark’s presentation, suggesting the way things might/could change in response.
The campaign is predicated on the idea that awareness – of the ‘product’, and of the change of attitude required – is already present. It looks beyond awareness as an aim in itself. It understands that the harder a decision is to make, the less likely it is to get made. If the ‘correct’ attitude hasn’t yet translated into the ‘required’ action, chances are it never will.
Here’s a film produced by the lovely people at MEC that captures what the campaign was all about.
So, how can marketing (or advertising, communications, whatever) actually generate action? If the use of awareness as a metric is flawed, perhaps a campaign’s capacity to generate a specific and intended behaviour might be its replacement.
And what does Hovis winning the IPA Grand Prix mean in light of all this? A campaign based on reivigorating a heritage brand, it uses a big TV ad to do it. Everyone is very excited about the cinematic quality (and length!) of the production – but is it still locked in the awareness fallacy?