{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fb94e2813-181b-4f80-a87a-6e2ef5924098","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 091: The Cost Of Dull Ads. With Adam Morgan.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/b94e2813-181b-4f80-a87a-6e2ef5924098\"></iframe>","title":"SBP 091: The Cost Of Dull Ads. With Adam Morgan.","description":"<p>Welcome to another episode of the Sleeping Barber Podcast! </p>\n<p>Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book \"Eat Big Fish,\" which has inspired countless brands to adopt a challenger mindset. He\u2019s also authored \"The Pirate Inside\" and \"Overthrow\" and hosts the podcast \"Let's Make Things More Interesting.\" In this episode, Adam discusses his latest research with System1 and Peter Field on \"The Cost of Dull,\" exploring the financial impact of uninspired advertising.</p>\n<p><br /></p>\n<p><strong>Guest Bio:\u00a0</strong></p>\n<p>Adam Morgan </p>\n<p>Partner, eatbigfish: Brand and Marketing Consultant</p>\n<p><a href=\"\u2060https://www.linkedin.com/in/adam-morgan-3a473a/\u2060\u00a0\" target=\"_blank\" rel=\"ugc noopener noreferrer\">On LinkedIn</a></p>\n<p><br /></p>\n<p><strong>Follow our updates here: \u2060\u2060</strong>https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p><strong>Get in touch with our hosts:</strong></p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p>\n<p><br /></p>\n<p><strong>Timestamps</strong></p>\n<p>0:54 - About Adam</p>\n<p>3:23 - Defining Dull</p>\n<p>4:28 - The data sources of Dull</p>\n<p>6:16 - Mediocrity inspired this research</p>\n<p>10:01 - 4 the horseman of the dull-ocolypse\u00a0</p>\n<p>14:10 - Do dull ads influence consumer perceptions</p>\n<p>17:33 - Optimizing to the average</p>\n<p>18:27 - Sponsor - Quatical: Fractional Marketing Leadership</p>\n<p>20:46 - The Smarter we get, the duller we get</p>\n<p>22:07 - The financial impact of Dull</p>\n<p>24:49 - Is average ad creative actually responsible?</p>\n<p>27:34\u00a0 - What makes impactful communication</p>\n<p>30:15\u00a0 - Emotion is more than tears</p>\n<p>34:05 - Insurance industry has raised the B2B bar of creativity</p>\n<p>36:19 - The % of B2B ads that are dull</p>\n<p>41:07 - Attention &amp; reach are different</p>\n<p>43:03 - Dull inputs lead to dull outputs</p>\n<p>44:10 - What is Risk and what is responsible</p>\n<p>48:21 - Using AI in ad creative\u00a0</p>\n<p>52:52 - More about Adam</p>\n<p>54:04 - Post Pod with V &amp; Marc</p>\n<p><br />Literature:</p>\n<p><a href=\"https://youtu.be/MuJx2IJjaFw?si=x4ayBEcXy6zqnj_P\u2060\" target=\"_blank\" rel=\"ugc noopener noreferrer\">Risk &amp; Responsibility: A lesson in creative responsibility </a></p>\n<p><a href=\"https://thechallengerproject.com/blog/the-cost-of-dull-with-peter-field\" target=\"_blank\" rel=\"ugc noopener noreferrer\">The Cost of Dull with Peter Field \u2014 The Challenger Project | The Home of Challenger Brands</a></p>\n<p><a href=\"https://www.inc.com/scott-goodson/lets-make-your-brand-more-interesting.html\" target=\"_blank\" rel=\"ugc noopener noreferrer\">Let's Make Your Brand More Interesting | Inc.com</a></p>\n<p><br /><a href=\"https://www.warc.com/content/feed/the-10m-cost-of-dull-advertising/en-GB/8691\" target=\"_blank\" rel=\"ugc noopener noreferrer\">The \u00a310m cost of dull advertising | WARC | The Feed</a><br /></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/8046337d-d4d1-45b2-8b0e-3c6c9b10fca7/21697713-1728013678386-370c901db705f.jpg"}