Mark Ritson calls on marketers to hold the line on their advertising

“85% of advertising is a total and utter waste of time, within 24 hours,” Mark Ritson declared, in a response to a question about brands changing up their creative work and trading in their brand equity after becoming ‘bored’ of their marketing.

“Keep banging the same nail with the same hammer.”

Speaking at an online seminar hosted by Clemenger BBDO Sydney, Ritson stressed that marketers becoming tired of their advertising is not necessarily indicative of consumers’ attitudes.

“Wear out in advertising almost never happens,” Ritson said.