Aussie consumers turn off as advertising becomes less memorable, study finds
Australians are tuning out of advertising, a report has found, something which some industry observers put down to shorter-term thinking trumping strategic brand building.
“I think it is fair to say we’re producing less interesting and less enjoyable advertising,” said Stephen Yolland of Magnum Opus Partners who conducted a survey of 1,500 Australians that found less than half could remember a good advert.
Paul Hogan tells would-be tourists to put another shrimp on the barbie in 1984
Like good wine, the sources of good ideas get better as they age. That ‘golden age’ of Australian ads came from a time when agencies has a diversity of talents in them, from 20-60. Today there’s almost nobody over 25 in any agency creative role, for no other reason than they’re cheap and happy to work a 60 hour week. The immaturity of the concepts that result is self-evident.
Spot on Mike,
that strategy goes hand in hand with the network strategy of churning and burning any content they can find to make available to an advertiser’s dollar, and smash as many mind numbing spots as they can at their dwindling audience