The document discusses why most advertising is unremarkable and ineffective. It quotes James Hurman who says that while highly creative ads that win awards are noticeable, the real cost comes from the thousands of uncreative ads that people tune out and don't recall. The document suggests making advertising more focused on solving business problems rather than just making ads, and changing the way the advertising industry works to prioritize experimentation over perfection.

1. Hello

2. Creative work is
effective work

4. 7x

5. 12x

6. 5+
=
3x

7. Why is most
advertising
unremarkable?

8. “Highly creative but ineffective work is extremely
rare, but very noticeable because it wins awards.
What’s less noticeable, but without any doubt of far
greater cost to the business community is the amount
of uncreative advertising that creates little return on
its investment. We’re bombarded with it everyday of
our lives. It’s the advertising we’ve grown so
capable of tuning out of that we don’t even notice
anymore. The 2,998 ads you can’t recall from the last
24 hours. Clients of our industry spend billions of
dollars on them each year.
Call me crazy, but shouldn’t that be the problem
we’re working to solve? ”
James Hurman

9. I’m going to be
stupid enough to
attempt to try and
answer that question

10. Make strategy
more useful

12. 1. Make better
problems

13. Raise awareness

14. Make our brand
more likeable

15. Sell more

16. Q: “If you had to choose, would you
rather be interesting or right?”
—Malcolm Gladwell, GQ Magazine

17. “If I were President of the United
States, I would rather be right
than interesting. If I were a CEO
of a company, I would rather be
A: right than interesting. But I am
a journalist— what journalist
would rather be right than
interesting?”
—Malcolm Gladwell, GQ Magazine

18. If you are interesting,
interesting things
wil happen

19. Convince 999 out of
a 1000 people they
could never be a
Police Officer

20. Remind milk drinkers
of the anxiety and
disappointment that
comes when milk isn’t
available at crucial
moments

21. Make any sandwich
more exciting

23. 2. Be in the
service of people

24. Build bridges

26. 3. Be a bit less visible

28. Remove friction

32. Elegant solutions
trump elegant things

34. 4. Break the tyranny
of messaging

35. Stop communicating a
product and start making
communication products

39. Solve the business
problem, don’t just
make an ad

41. 5. Change the way
we work

42. Big ideas aren’t
so big anymore

44. ‘From suck to non-suck’
Pixar

45. Build a culture of
experimentation
not planning

46. Communications
R&D

47. Eradicate the
pointless quest for
perfection

48. “The show doesn’t
go on because it’s
ready; it goes on
because it’s 1130”
Lorne Michaels

49. Stop working dumb

51. Be rewarded for
good behavior

52. Embrace change

53. “If you don’t like change,
you’re going to like
irrelevance even less”
Gen. Eric Shinseki

54. Thanks
@garethk
gplus.to/garethk