‘We have over-intellectualised advertising’: Poem’s Matt Holmes

Advertisers and content creators are over-complicating and over-intellectualising the process, forgetting that it is emotions which actually drive decision making, Poem’s co-founder and executive creative director, Matt Holmes, has proposed.

“I think we spend far too long worrying about the intellectual,” Holmes told the Mumbrella CommsCon audience.

Holmes: We think we’re making rational decisions, but we’re not 

“We need to have more emotion in there,” he said, adding that emotion helps create memories, drive business, and ensure brand recall and purchase.