))
Paul Bainsfair (IPA) - the 60:40 rule
Manage episode 421177300 series 3577372
Keith Smith에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Keith Smith 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Is the advertising business a form of business or
entertainment? It needs to be entertaining but there definitely is a science to
it.
Paul Bainsfair is the Director General of the IPA – the Institute
of Practitioners in Advertising. He’s a veteran of the industry, with
board-level experience at TBWA, Saatchis and Iris, he’s using his 35+ years in
the business to champion the cause of advertising as a driver of the economy.
But he’s also acutely aware of the issues facing the world
of advertising – the environment, DE&I, frequency and advertising fatigue.
So, the IPA’s focus for 2024 is the 60:40 rule and helping
companies and brands to strike a balance between brand building and activation –
as the old song goes, like love and marriage, you can’t have one without the
other.
In this wide-ranging chat, Paul and I discuss the difference
between US and UK advertising, why ads need to deliver the relevant unexpected,
the latest Bellwether reports and a marketing budget forecast for the next 12
months, the wisdom of Tim Delaney, balancing the standards, saving the economy,
new business opportunities for all agencies, the analogy of steam trains and
Irish songwriters.
Learn more about your ad choices. Visit megaphone.fm/adchoices
178 에피소드
공유
