The Marketing Scientists

OOH best practice is so simple - you'll fail if you aren't creative. Latest cartoon by Dhananjay (DJ) Khanna and Andrew Tindall

Out-of-home best practice is so simple - you'll fail if you aren't creative. Our new The Marketing Scientists finally addresses the elephant in the room. Creative guidance for poster advertising is basic AF. Six months ago, System1, JCDecaux and Lumen Research Ltd released the industry's largest OOH creative research. Analysing the attention and branded emotions created by hundreds of posters. Showing 7 out of 10 posters don't work, with best creative practice to fix this. Thousands of marketers have read it since. I've seen brands implement it, and their OOH results double. But I always get the same feedback: "This is too simple." Brand large at the top of the poster. Use large colour blocking. Feature a large product or asset. No more than 10 words. Stick to three visual elements. My column in The Drum this week finally addresses the simplicity. This very clear set of guidelines doesn't strangle creativity. It sets it loose. True creatives use these guardrails to shock, surprise and entertain. Bend the rules. Play within them. Flex their big ideas. A true test of one's creative stones is a simple poster. I share examples, the latest research and my "4Ps of Posters" to put you in the top few % of OOH effectiveness. Read it for free here: https://lnkd.in/e8HXtX-4 Brilliant weekly cartoon by Dhananjay (DJ) Khanna. I share #advertising and #marketing insights daily, follow for more. Chris Felton #OOH

Panel chats have become utterly terrible. Loads of people reached out after I shared this The Marketing Scientists cartoon last week. It hit on something we all clearly feel, so I've dedicated my weekly column to fixing shit panel chats. Any marketing meet-up or event has a panel discussion. But these have turned into a gaggle of safe opinions being passed around while the room nods along. It's a waste of time for all involved. The least we can ask from panel discussions is some interesting information. But they could also be engaging, thought-provoking, and even...entertaining. I've pulled together some ideas from across culture to make panel chats worth getting out of bed for. These include making them a comedy roast, hiring a skilled qualitative research moderator to run them, getting non-marketers involved, or even throwing a consumer into the mix. It follows a sad trend in advertising. Where's the fun gone? If I have to sit through another boring beige panel chat, I'll cry. If you feel the same, you can read the full The Drum column here: https://lnkd.in/emW9_Kdq Fantastic cartoon by Dhananjay. I share #advertising and #marketing insights daily, follow for more.

Overheard at Cannes Lions International Festival of Creativity day four. Weekly marketing cartoons with Dhananjay and Andrew Tindall.

Overheard at Cannes day three. With Dhananjay and Andrew Tindall

Overheard at Cannes Lions International Festival of Creativity 2024 With Dhananjay and Andrew Tindall

We are looking for more opinions on the Apple ad. Anyone? The Marketing Scientists by Dhananjay Khanna and Andrew Tindall. Follow for weekly marketing cartoons.

Pre-Testing is a hot topic right now. We are here to offer you sausage-based marketing advice to help. Read the full article in The Drum here: https://lnkd.in/eWa-qQem By Andrew Tindall and Dhananjay.

Price Promotions - The Drug Your Brand’s Hooked On This week’s special guest is the stupendous Les Binet. With a new series of videos sharing the key principles of marketing effectiveness. You can catch his new video series for free here: https://lnkd.in/etUDhzBB Follow for weekly #marketing cartoons by Andrew Tindall & Dhananjay.

Don’t Forget The Day Job Viral ad mock-ups are all well and good, but will someone think of the consumer? You can read how “fake ads” can help us make better work, linked in the comments. New cartoon from Andrew Tindall and Dhananjay.