#4AsTransformation 2013 - March 11 - TruthCentral - #truthaboutadvertising

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TRUTH Central, McCann research on attitudes toward advertising... outside and inside our community | Introduced by 4A's President-CEO Nancy Hill …

TRUTH Central, McCann research on attitudes toward advertising... outside and inside our community | Introduced by 4A's President-CEO Nancy Hill

Laura Simpson, Global Director McCann Truth Central

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  • 1. #truthaboutadvertisingWednesday, March 27, 13
  • 2. The research 1000 online survey with the U.S. consumers 478 online survey with U.S.industry employees 11 interviews with industry representatives Man on the street interviews on Madison AvenueWednesday, March 27, 13
  • 3. Chapters Sad Man In The Mirror America On Advertising Pride And PersecutionWednesday, March 27, 13
  • 4. Wednesday, March 27, 13
  • 5. How the world sees usWednesday, March 27, 13
  • 6. Wednesday, March 27, 13
  • 7. We asked the industry... which image best depicts where you work?Wednesday, March 27, 13
  • 8. Where we think we workWednesday, March 27, 13
  • 9. And...where do your friends think friends think you you work? work?Wednesday, March 27, 13
  • 10. our friends see usWednesday, March 27, 13
  • 11. How we see ourselvesWednesday, March 27, 13
  • 12. Perhaps most worryingly, we think the best is behind us 70% of the industry believes that the best of advertising is behind us 9% 27% 7% 16% 7% 4% 6% 24% Yet to 1950’s 1960’s 1970’s 1980’s 1990’s 2000s Now comeWednesday, March 27, 13
  • 13. No wonder we think we have a talent issue 57% of industry folk believe we have a problem attracting and keeping talent “We need to learn from other industries that are on the forefront of embracing diversity, employee incentives, engagement, training, career development” Industry SurveyWednesday, March 27, 13
  • 14. America OnWednesday, March 27, 13
  • 15. We asked the man on the street... What three words would you use to describe someone working in advertising?Wednesday, March 27, 13
  • 16. Wednesday, March 27, 13
  • 17. Advertising is seen as an integral part of culture 84% of consumers see advertising as a part of everyday life 82% see themselves as a consumer 57% of consumers say advertising gives them something to talk aboutWednesday, March 27, 13
  • 18. People understand advertising is more than TV 100% 78% 70% 80% 69% 61% 58% 60% 50% 49% 44% 40% 20% 0% A store A product Brand A celebrity A Billboard 100 branded A Facebook A flash mob A window sponsorship recommending featured in of song written board on sponsored organized by display a moviea sports event/ product on for an ad a Pinterest story a brand concert Twitter Which of the below would you consider an ad? (Consumer Data)Wednesday, March 27, 13
  • 19. They know it makes their lives better 87% 83% 80% 77% 75% 75% 65% 60% 40% 20% 10% 0% Helps me to Helps me Helps me make know Entertains me Pays for stuff Saves me keep informed better what the and makes I get for free money about the decisions latest me laugh (music,email, latest offers about product trends are Facebook, etc.) and services To what extent do you agree that advertising provides you with the following benefits? (Consumer Data)Wednesday, March 27, 13
  • 20. The good news: they don’t hate us 71% of consumers feel positive about advertising as a profession 67% of consumers feel positive about the advertising they see around them And 4/10 consumers love advertisingWednesday, March 27, 13
  • 21. Before We GetWednesday, March 27, 13 Carried Away
  • 22. In the context of other professions we don’t fare so 12 well 9 10 11 8 7 6 4 4 3 2 1 re eur her or a w r nt e t s t y ng i e er nt on an t ft pe li e n p c m n n s ti t i v k ta rs ci pre gra D o s o lo e ta g l rna t or r e u Ban un P e li ti t dv xec re to b/ eve a u n s Jo u A co es Po nt o e a n A E c al In your Ph W d E fantasy world, rank the below professions in order of those you’d most M o C A S and least like to do. (Consumer Data)Wednesday, March 27, 13
  • 23. We asked people...who is most likely to work in advertising?Wednesday, March 27, 13
  • 24. The industry thoughtWednesday, March 27, 13
  • 25. Even though people think we are creative... They also think we’reWednesday, March 27, 13 overly corporate
  • 26. choose an Ad Equal Exec to... last 1 4 1 with politici an % % trust go into % help with business solve a deepest secret with High problem est Rate 7 8 d 2 % have sex % give a % have a makeove debate with r withWednesday, March 27, 13
  • 27. The real issue we face as a profession... In many ways we don’t even registerWednesday, March 27, 13
  • 28. Wednesday, March 27, 13
  • 29. Insularity is our Achilles heelWednesday, March 27, 13
  • 30. Wednesday, March 27, 13
  • 31. The talent war is being fought elsewhere 79% of industry employees think that we’re good at selling our Client’s business but not our own “I think the industry is too self-focused right now. We have the brains and the money to do great things, but we spend more time trying to win awards”Wednesday, March 27, 13 Industry Survey
  • 32. We’re all a little bit guilty of this 43% say their parents don’t understand what they do A core theme in industry responses is a call for honesty and transparencyWednesday, March 27, 13
  • 33. Why are we talking about unicorns when we create jobs? Advertising fuels 15% of the U.S. job marketWednesday, March 27, 13
  • 34. And if we ask consumers does advertising make the world better or worse?Wednesday, March 27, 13
  • 35. 72% of consumers say betterWednesday, March 27, 13
  • 36. And if we pull the right levers we can turbo charge advocacy 87% of consumers believe that if people understood the real value advertising brings to the economy it would change people’s perceptions for the betterWednesday, March 27, 13
  • 37. No pressure but... 69% believe we have the power to change the worldWednesday, March 27, 13
  • 38. Brand ideas that move people can move culture 87% of consumers think brands should stand up for what they believe in 73% prefer brands that have a strong identity and clear role in the world 68% agree the brands they buy say something about themWednesday, March 27, 13
  • 39. We need to get over our persecutionWednesday, March 27, 13
  • 40. And take pride in what we doWednesday, March 27, 13
  • 41. Wednesday, March 27, 13
  • 42. 1. There’s a disconnection between how the world see us and how we see ourselves 2. In the context of other professions, we don’t register 3. The talent war is being fought elsewhere 4. We’re an insular industry and we hide behind a veil of impenetrable language 5. When we get it right we can change the worldWednesday, March 27, 13
  • 43. The Brief Problem: We’re too insular: this has a knock on effect on how we view ourselves, how others Target Audience:ability to attract new talent view us and our We currently operate in a B2B model (i.e. trying to attract Clients and impress each other), we need to incorporate a B2C model in order to attract new talentdo we want people to think: What Advertising is the number one place to be creative, creating 15% of the nations jobs Tone: Honest, inclusive and proudWednesday, March 27, 13
  • 44. The Competition Mandatories: Must be an idea that can live in any channel All submissions must be in a 5 minute video format Timings: All entries must be submitted by May 15th 2013 Winner will be announced at CannesWednesday, March 27, 13
  • 45. truthcentral.mccann.comWednesday, March 27, 13