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‘Attention’ is Commercially Useless

July 15, 2014

Image from Campaign magazine accompanying an article by Craig Mawdsley If you use video for marketing purposes, let’s face it, you’re probably unsure how to make it work for you and how to measure the work it is doing.

Don’t worry, it seems even the big boys struggle, too.

A judge in the Creative Effectiveness category of the 2014 Cannes Lions event says in an article from last week’s Campaign magazine:

The Cannes Creative Ef­fectiveness jury saw the stories behind some of the most-awarded creative work in 2013, but very few made a serious attempt to define business impact. So either they had no impact or we’re not clever enough to work it out. This is pretty worrying…

That judge is Craig Mawdsley, joint chief strategy officer at Abbott Mead Vickers BBDO, one of the UK’s biggest (the website says it is THE biggest) advertising agencies.

The Cannes Lions event celebrates the creative communications industries, so marketing, advertising, etc.

So, (this is aimed at all the businesses and individuals who use video to promote and market) when advertising giants working for brand behemoths like Mercedes, McDonald’s, Virgin, Arla and Unilever, struggle to get attention and measure ROI (as Craig Mawdsley suggests) then let’s recognise it’s not an easy thing to do.

The other message of this blog post is that if you’ve cracked it when it comes to attention…then don’t kid yourself if you think that’s enough.

You need to get attention AND measure ROI.

Thanks to Craig Mawdsley for that article.

Filed in: Video Marketing

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