The Two Marketeers Podcast

The Right to Disconnect

The Two Marketeers dedicate their last recording of Season 2 to the timely headline of Ontario's new 'Right to Disconnect' law. As Sean and Lindsay are about to set off on a well deserved two month break from recording, they discuss the value of taking time to literally disconnect from work – even if you love what you do for a living.

The Right to Disconnect is an important legislative step, but for The Two Marketeers it goes beyond the law. It's about giving yourself the time to examine how you live and work on terms that support your aspirations. And, as Sean puts it, "Call out the BullS#!t"! Take it from two freelance consultants, legal or not, this is an opportunity to reimagine the role of work in your life and what unplugging looks like – on your terms.

Season 3 is set to land in the Fall of 2022 so enjoy this episode and stay tuned for what's to come. Happy summer, Marketeers!

For reference:

The Right to Disconnect

The New Yorker, "The Bullshit-Job Boom"

 

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"