The Two Marketeers Podcast

What is ‘Good Creative’ Anyway?

Marketeers, have you ever heard of the term ‘Creative Effectiveness’? Well until this episode Sean hadn’t (so he did his homework!). Lindsay, on the other hand, came to the conversation with some invaluable intel.

Creative effectiveness is something ad agency pros have been discussing and debating for many years as new platforms, communication methods and performance metrics continue to evolve at lightning speed. Most recently though, James Hurman in association with WARC and Cannes LIONS have upped the game. Developing the Creative Effectiveness Ladder: a measurement framework that categorizes and values creative work based on its impact on specific business objectives.

Join The Two Marketeers, as Sean and Lindsay share real-life experiences and debate their personal views on this ground-breaking practice and its potential impact on the future of marketing. Insights not to be missed! Happy listening.

For reference:

Kantar, "How top advertisers measure creative effectiveness"

WARC, "Principles of creative effectiveness"

IAB Canada, "The Science Behind Creative Effectiveness"

Detoxing the Beauty Conversation

Their latest contribution to the beauty conversation, The Two Marketeers dedicate this episode to what they’ve cleverly coined as "punch-in-the-gut-vertising". Hosts Sean and Lindsay examine Dove's latest #detoxyourfeed campaign which aims to de-normalize potentially toxic beauty advice pervasive on social media. As part of the Dove Self-Esteem Project, the campaign targets teen girls’ social media feeds and gives them, and their parents, tools to help them define what “beauty” means for themselves.

As StrategyOnline.ca puts it, "Dove is looking to counter bad [beauty] advice by encouraging girls to tune out on the toxic content and urging parents to key in on what their daughters are watching.”

This one gets personal Marketeers, as Lindsay and Sean struggle to distinguish between their perspectives and experiences as both marketers and parents. The provocative question they raise is a common one: Is social media to blame? Listen to the full episode and find out.

 

For reference:

Strategy Online, "Dove shows moms the toxic influence of social media"

Cision PR Newswire, "A NEW STUDY FROM THE DOVE SELF-ESTEEM PROJECT FINDS 1 IN 2 GIRLS SAY IDEALIZED BEAUTY ADVICE ON SOCIAL MEDIA CAUSES LOW SELF-ESTEEM"

Dove, "Our Mission"

Now Can We Be Funny?

For a couple of marketeers who fancy themselves pretty darn hilarious, this conversation about humour in advertising was a bit more serious and complex than they’d bargained for. More than just getting a laugh, humour-based creative is about creating an emotional connection as a brand with your audience. But what the Two Marketeers find fascinating is that when marketers think of creating an emotional connection, it should be about what the marketing industry is calling ‘sad-vertising’. You know, the commercials about puppies and crying babies?

Well, no more! Sean and Lindsay are finally asking the question after more than two years of you-know-what… are we FINALLY allowed to be funny again?!? And they’re not waiting for an answer.

Join hosts Sean and Lindsay as they explore the mindset shift required to make room for levity. Sadvertisers, step aside!

For reference: 

Kantar, "Who’s laughing now? Let’s stop the decline of humour in advertising"

Studio Binder, "Ethos, Pathos & Logos: Definition and Examples of Persuasive Advertising Techniques (2022)"

Words Matter by Wix, "Ethos, Pathos, Logos: What Are They and How to Use Them"

Map. It. Out.

Okay people, this topic has been a long time coming! It's finally time to: Map. It. Out.

Join The Two Marketeers as they explore the practice of mapping in marketing and advertising – journey mapping, empathy mapping, all of the mapping! Share the value of uncovering the fascinating range of conscious and subconscious emotions we all experience as consumers today.

But, what's the benefit of this practice? Is it simply to find ways to influence their purchase decision? NO! Sean and Lindsay adamantly agree that mapping your target audience and their experience can help you deeply tap into emotions and opportune moments to build a strong connection with your brand. Connections that ultimately drive sales and loyalty for the longer term. To quote the Harvard Business Review: "Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied."

So if you're struggling with whether mapping (of any kind) is right for your brand, have a listen and do as The Two Marketeers do – Map. it. Out.

For reference:

Harvard Business Review, "The New Science of Customer Emotions"

Forbes, "What Is Customer Journey Mapping And Why Is It Important?"

Hubspot, "How to Create an Effective Customer Journey Map [Examples + Template]"