Brand guru says ad industry is losing its edge

Some of the most memorable South African adverts have come and gone over the years.

Advertising and branding commentator Andy Rice says agencies appear to be suffering from a lack of courage and are backsliding on creativity.

Creativity is being pushed steadily into the background and it's the one thing that elevates brands from their competition and it should be nurtured and nourished rather than hidden away.

Andy Rice, advertising and branding commentator

He lists some of the reasons why the industry is struggling.

Getting a return on a marketing investment is quite difficult and people are saying to themselves well I am not sure that I am prepared to take that risk.

Andy Rice, advertising and branding commentator

We are risk averse as an industry now and as a result too much of our advertising looks like a brochure put to words and pictures rather than a piece of genuinely creative and entertaining communication.

Andy Rice, advertising and branding commentator

That's what he believes distinguishes the very best of the 90's and 80's from what is still a very vibrant industry but perhaps is losing its edge.

He names a few adverts by Savannah and Sanlam that have proven to be witty and insightful.

Here is what he believes is key to creating a good advert.

You must get away from the stereotypical constructs of advertising... Entertain and let you brand follow slowly behind and be part of that moment of entertainment.

Andy Rice, advertising and branding commentator

Click on the link below to listen to the full conversation and why ad guru Andy Rice suggests television is losing it's edge:

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