Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury

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We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?

Watch the ads referenced in this podcast:

Timestamps:

00:00 Intro
03:23 Why creativity matters
04:31 Investing in creativity
08:00 Being forced into short term tactics
10:46 How to write a better brief
14:45 Distinctive assets (Oreo Ad)
20:10 Cadbury Garage Ad
22:07 Orlando Chart
23:21 Cadbury Generosity
27:24 How Cadbury approaches creative development
29:22 Data vs creative judgement
32:53 How to measure creative
40:15 Q&A

131 episodes

#Entrepreneur #Business #Marketing #Jon Evans