A media strategist type; wannabe photographer, terrible 5-a-side footballer.
Joined May 2009
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The next time you’re nervous about presenting your sales forecast, just remember that Anthropic are saying they’ll make more money than *checks notes* all of China.
Isn't it odd how we don't hear our own accents, only other people's?
To us, our accent are just normal. Which might be why ads that use regional voices work so well.
People are hardwired to notice familiarity. A local twang creates an immediate signal that something’s relevant
(And now for the controversial bit. Sorry!)
The same study tested human-read ads vs AI generated ones. Audiences expected the human ones to do better, but AI voices turned out to be more distinctive, more attention-grabbing and more likely for people to choose the brand.
AI won’t write a viral post. But it can spot why your last one failed.
Prompt: what mismatch exists between the hook, the promise and the payoff in this post?
It’s not always the idea that failed. Sometimes it’s the structure that lied.
And AI is brilliant at finding it.
Agency workshops usually consist of two parts. Churn out loads of ideas on post-it notes, then build out the best concepts in small groups. Quantity then quality.
Use AI for the first part. It will save you bags of time and free your talented people to focus on the important bit.
I'm looking for a recent study perhaps by (Reach or Thinkbox) that showed affluent people are just as likely to use adfunded streaming models as less affluent people i.e. ads are not a tax on the poor. Does this sound familiar, does anyone have it to hand?
Here's a practical way for strategists to use ChatGPT. Get it to play client.
Share an outline of your presentation, then ask for pointed questions that challenge your recommendation. It's a great way to play out different scenarios, and prepare the right answers.
I’ve been looking into whether graphic warnings on cigarette packages actually work. This was inspired by the news that meat products may soon come with similar labels.
ALT Cigarette packages with graphic warnings on them
People need to make their own conclusions rather than simply being told what to think.
This feels like it holds true for most advertising, not just PSA’s. Don’t smash people over the head with your messaging. Create a compelling story, then leave a space for interpretation.
The adoption of mixed reality won't just come from devices, but from architecture. Saudi Arabia have announced the construction of the Mukaab, a cubed Super Skyscraper. It’s so big it can fit 20 Empire State Buildings inside.
ALT Pictures of the Mukaab, a cubed Super Skyscraper with holographic interior walls
The most unusual part is the inside walls will be covered with holographic screens that will transport you to anywhere you could imagine. That's the equivalent of 204 Piccadilly Lights. Just imagine the creative opportunities.
ALT Pictures of the Mukaab, a cubed Super Skyscraper with holographic interior walls
