Magnum & Co's Carl Ratcliff and Carl Moggridge presented 'The Drugs Don't Work: How to Kick the Habit of the War of Attention' at Mumbrella CommsCon 2021

1. THE
DRUGS
COMMSNCON
2021
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
1

2. IT’SA
VERY
EXPENSIVE
ADDICTION
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
2
$121B
N
68%
COMMSNCON
2021
Source: Martech: 2020 and Beyond, WARC

3. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
3
1
1.25
1.5
1.75
2
2002 2004 2006 2008 2010 2012 2014 2016 2018
THAT DOESN’T EVEN
ENHANCE
PERFORMANCE
Avg
no.
of
large
business
effects
reported
Source: IPA Databank. 1998 - 2018
COMMSNCON
2021

4. IT’S
FUCKING
WITH
OUR
BRAINS
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
4
Source: Dr Iain McGilchrist – The Master and his Emissary
COMMSNCON
2021

5. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
CREATING
BINARY
ROBOTS
BRAND
COMMSNCON
2021

6. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
CREATING
BINARY
ROBOTS
PERFORMA
NCE
COMMSNCON
2021

7. INA
WAR ON
ATTENTION…
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
7
COMMSNCON
2021

8. >
8
ATTENTION EFFECT
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
CULTURE
MUST COME
FIRST

9. WE
NEED
TO KICK
THE HABIT
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
9
COMMSNCON
2021

10. EVERY MARKET
HASACULTURE
EVEN TOILET
PAPER
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
10
COMMSNCON
2021

11. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
11
CULTURE ISN’T
THE LATEST
COOL SHIT
OR ZEITGEIST
COMMSNCON
2021

12. >
THE SHARED VALUES,ATTITUDESAND
BEHAVIOURS OFAGROUP OF PEOPLE.
12
CULTURE IS...
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

13. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
13
VALUES
ARE THE
BIGGEST
DRIVER OF
BEHAVIOUR
Source: UWA/PureProfile – The Values Project
SELF DIRECTION
Freedom &
independence
STIMULATION
Excitement &
novelty
HEDONISM
Pleasure
ACHIEVEMENT
Personal success
POWER
Dominance &
control
SECURITY
Safety & health
CONFORMITY
Social expectation
TRADITION
Commitment to
tradition
BENEVOLENCE
Welfare of
close others
SOCIETAL
Equality
for all
NATURE
Protecting the
environment
SELF
ENHANCEM
ENT
O
P
E
N
E
S
S
T
O
C
H
N
A
G
E
S
E
L
F
-
T
R
A
N
S
E
N
D
E
N
C
C
O
N
S
E
R
V
A
T
I
O
N
11
VALUES
COMMSNCON
2021

14. >
“THE ROUTE BETWEEN BRAIN AND BEHAVIOUR IS PRIMARILY INFLUENCED BY OUR VALUES MORE SO
THAN EMOTION. OUR DISPOSITION GUIDES OUR DECISION MAKING AND WHAT WE PAY ATTENTION TO”.
DR IAIN MCGILCHRIST – THE MASTER AND HIS EMISSARY.
14
EMOTION BS
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

15. >
“WE LIVE IN A WORLD WHERE OUR EMOTIONS ARE SO HEIGHTENED, WE ARE
DESENSITISED TO A LOT THAT HAPPENS IN THE WORLD”.
DR IAIN MCGILCHRIST – THE MASTER AND HIS EMISSARY.
15
EMOTION BS
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

16. >
“‘EMOTION HAS PROVED TO BE SUCH A DANGEROUS WORD AS APPLIED TO ADVERTISING. WHILE EMOTIONAL RESPONSES ARE IMPORTANT,
THEY ARE MAINLY SIMPLE (I.E. LIKING THEM RATHER THAN NOT) BUT THEY ARE NOT THE ONLY THING THAT MATTERS - DISTINCTIVENESS IS THE
REAL PAYOFF, WHICH THE RIGHT KIND OF EMOTION CAN ENHANCE. BUT THE SIMPLISTIC USE OF THE WORD HAS SPAWNED A WHOLE
GENERATION OF DREARY, MAUDLIN, LOOK-ALIKE COMMERCIALS WHICH ACHIEVE NOTHING.’
PAUL FELDWICK
16
EMOTION BS
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

17. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
17
MENTAL AVAILABILITY
FAME PHYSICAL
AVAILABILITY
EMOTION
DISTINCTIVENESS
TARGET ALL PEOPLE
WILLING TO BUY
COMMSNCON
2021

18. >
“BRANDS CAN OFTEN GROW WITHOUT ADVERTISING, BUT IT’S VERY HARD
TO STAY BIG WITHOUT IT”.
PROFESSOR BYRON SHARP – EHRENBURG BASS INSTITUTE.
18
MS BS
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

19. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

20. BREWDOG
COMMSNCON
2021
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
20
COMMSNCON
2021

21. ALDI
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
21
COMMSNCON
2021

22. IKEA
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
22
COMMSNCON
2021

23. LEGO
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
23
COMMSNCON
2021

24. CONVERSE
COMMSNCON
2021
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
24

25. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
25
CULTURAL
INNOVATION
TRUMPS
ADVERTISING
INNOVATION
COMMSNCON
2021

26. >
BEN & JERRY’S
$326m
26
UNILEVER
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

27. >
TWITCH
$970m
27
AMAZON
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

28. >
DOLLAR SHAVE CLUB
$1bn
28
UNILEVER
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

29. >
SUPREME
$2bn
29
VF CORP
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

30. >
BEATS
$3bn
30
APPLE
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

31. >
WHOLE FOODS
$13.7bn
31
AMAZON
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

32. >
WHATSAPP
$19bn
32
FACEBOOK
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

33. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
33
SHARE OF
CULTURE
IMPACTS
SHARE
OF MARKET
COMMSNCON
2021

34. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
34
MENTAL AVAILABILITY
FAME PHYSICAL
AVAILABILITY
EMOTION
DISTINCTIVENESS
TARGET ALL PEOPLE
WILLING TO BUY
COMMSNCON
2021

35. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
35
THE
CULTURE
AFFECT™
COMMSNCON
2021

36. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
>
36
DIGITALADVERTISING DRUGS DON’T
WORK
INVEST IN CULTURALINNOVATION, NOT
JUSTADTECH
TAKE CULTURE MORE SERIOUSLY
MARKETING SCIENCE DOESN’T SAY
ADVERTISE MORE
EMOTION IS NOTASTRATEGY ORAN
IDEA
GET CLOSER TO THEACTION IN YOUR
COMMSNCON
2021

37. >
“THE BUYING OF TIME OR SPACE, IS NOT THE TAKING OUT OF A HUNTING
LICENCE ON PEOPLE’S PRESERVE, IT’S THE RENTING OF A STAGE ON
WHICH TO PERFORM”
HOWARD GOSSAGE
37
THE END
FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021

38. FOR
BRANDS
ON
A
MISSION
DO
THINGS
THAT
CHANGE
THINGS
COMMSNCON
2021