The excerpt is from the April issue. This content won't appear online, it's excusive to the magazine, so the only way to read it is to get a copy - don't miss it, subscribe to the print edition or download a digital version here.
Let’s face it. Advertising can be annoying. Sometimes it’s designed to be. Advertising is not supposed to blend in or be ignored. It’s supposed to grab your attention in the best way in order to make a good association with the product or service on offer – and hopefully one day convince you to make a purchase.
However, all too often, advertising doesn’t do its job very well. It either goes completely under the radar, selling nothing, or it hits you in the face. So which is the greater evil? Is it better to go unnoticed then to be called out? Better to be beige than to be bold?
Ogilvy Sydney creative director Boris Garelia says: "Sometimes brand love isn't the main game."
303 MullenLowe chief strategy officer Jon McKie: "I think shock advertising is a last resort used when the creative team can’t think of a better way of engaging their audience."
The Royals creative director Stuart Nightingale says: "I’m all for outrage – but only if it’s relevant, thought provoking and confronts an issue in the right way."
Deepend managing director Hamilton Jones: "Polarising with positivity isn’t easy but it’s always clear when it’s done well."
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