Brand guru says ad industry is losing its edge

Some of the most memorable South African adverts have come and gone over the years.

Advertising and branding commentator Andy Rice says agencies appear to be suffering from a lack of courage and are backsliding on creativity.

Creativity is being pushed steadily into the background and it's the one thing that elevates brands from their competition and it should be nurtured and nourished rather than hidden away.

Andy Rice, advertising and branding commentator

He lists some of the reasons why the industry is struggling.

Getting a return on a marketing investment is quite difficult and people are saying to themselves well I am not sure that I am prepared to take that risk.

Andy Rice, advertising and branding commentator

We are risk averse as an industry now and as a result too much of our advertising looks like a brochure put to words and pictures rather than a piece of genuinely creative and entertaining communication.

Andy Rice, advertising and branding commentator

That's what he believes distinguishes the very best of the 90's and 80's from what is still a very vibrant industry but perhaps is losing its edge.

He names a few adverts by Savannah and Sanlam that have proven to be witty and insightful.

Here is what he believes is key to creating a good advert.

You must get away from the stereotypical constructs of advertising... Entertain and let you brand follow slowly behind and be part of that moment of entertainment.

Andy Rice, advertising and branding commentator

Click on the link below to listen to the full conversation and why ad guru Andy Rice suggests television is losing it's edge:


This article first appeared on 702 : Brand guru says ad industry is losing its edge


Recommended

by NEWSROOM AI
Read More
[WATCH] Refentse Morake continues breaking cultural barriers through his music

[WATCH] Refentse Morake continues breaking cultural barriers through his music

The singer who says he's 'on the border of being Afrikaans and being African' joined Azania Mosaka for this week's #702Unplugged.

[LISTEN] Azania in conversation with Khanyi Mbau ahead of 'Red Room' premiere

[LISTEN] Azania in conversation with Khanyi Mbau ahead of 'Red Room' premiere

In the movie Mbau plays Zama Marawa, the wife of a wealthy man who loses everything.

BeSpecular - The app helping to improve the lives of visually impaired people

BeSpecular - The app helping to improve the lives of visually impaired people

The organisation featured on this week's #GoodNewsThursday.

Advertising a possible contributor to road carnage (or not)

Advertising a possible contributor to road carnage (or not)

Cape Talker listener believes advertisers and manufacturers contribute to road carnage and a marketing analyst responds.

Meet award-winning marketing guru (of 25 years!) Groovin Nchabeleng

Meet award-winning marketing guru (of 25 years!) Groovin Nchabeleng

Nchabeleng is the Executive Chair of black-owned Blueprint Group and former CEO of MMS Group, a division of Publicis Worldwide.

Young founders of THINK Creative Hub disrupting the ad space

Young founders of THINK Creative Hub disrupting the ad space

THINK Creative Hub co-founders Mukondi Ralushayi and Nkgabiseng Motau are giving their own spin to the local advertising industry.

Popular articles
What happens to our bodies if we cut out sugar

What happens to our bodies if we cut out sugar

Naked Scientist Chris Smith explains.

[WATCH] SANDF members hilariously mess up a supposedly easy practice run

[WATCH] SANDF members hilariously mess up a supposedly easy practice run

Khabazela shares tweets and Facebook posts that have gone viral.

‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

The Money Show’s Bruce Whitfield interviews Ian Moir, CEO at Woolworths.

[VIDEO] Muizenberg pedestrian attacked in broad daylight

[VIDEO] Muizenberg pedestrian attacked in broad daylight

A woman was attacked on her way to work earlier this month.

DStv subscription price hikes for 2019

DStv subscription price hikes for 2019

MultiChoice will increase the prices of certain DStv packages from 1 April.

Criminals targeting homes with aluminium windows, warns neighborhood watch

Criminals targeting homes with aluminium windows, warns neighborhood watch

The Panorama, Welgelegen and Plattekloof Neighbourhood Watch has identified a new house break-in trend.