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:

Read More
How to make better financial decisions and become smarter with your randelas

How to make better financial decisions and become smarter with your randelas

Eunice Sibiya, Head of FNB’s Consumer Education Programme shares some sound advice of how to become financially smart.

Fees Must Fall: Lessons learned two years on

Fees Must Fall: Lessons learned two years on

Kamil Ali, SG of the Wits SRC spoke with 702 host Phemelo Motene about what the #FeesMustFall movement has achieved to date.

Idols judge Unathi Msengana showcases her fifth studio album on #702Unplugged

Idols judge Unathi Msengana showcases her fifth studio album on #702Unplugged

Unathi Msengana's sang for 702's Azania Mosaka and fans alike hits from her newest album titled: Brave, True and Strong.

Advertising a possible contributor to road carnage (or not)

Advertising a possible contributor to road carnage (or not)

Cape Talker listener believes advertisers and manufacturers contribute to road carnage and a marketing analyst responds.

Meet award-winning marketing guru (of 25 years!) Groovin Nchabeleng

Meet award-winning marketing guru (of 25 years!) Groovin Nchabeleng

Nchabeleng is the Executive Chair of black-owned Blueprint Group and former CEO of MMS Group, a division of Publicis Worldwide.

Young founders of THINK Creative Hub disrupting the ad space

Young founders of THINK Creative Hub disrupting the ad space

THINK Creative Hub co-founders Mukondi Ralushayi and Nkgabiseng Motau are giving their own spin to the local advertising industry.

Popular articles
It's not the end of the road... Top tips to improve your matric

It's not the end of the road... Top tips to improve your matric

"Recognise that it’s not the end, it’s the beginning." Expert advise for school-leavers who want to improve their results.

Gospel singer Sipho Makhabane explains how Sfiso Ncwane died

Gospel singer Sipho Makhabane explains how Sfiso Ncwane died

Makhabane says Ncwane was feeling weak yesterday and his wife phoned paramedics to check on him.

14 job titles that callers can't take seriously

14 job titles that callers can't take seriously

People do some very interesting things for a living, but some job titles are given more credit than others.

Pamela Nomvete on her downfalls as actress, and 'climbing back'

Pamela Nomvete on her downfalls as actress, and 'climbing back'

This week Xolani Gwala's speaks to former Generations actor Pamela Nomvete for #WhatInTheWorldHappenedTo feature.

Who is Advocate Tembeka Ngcukaitobi?

Who is Advocate Tembeka Ngcukaitobi?

The EFF lawyer stole the show during the state capture report court battle.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?

Jack Mabaso resurrected on 'Generations The Legacy'

Jack Mabaso resurrected on 'Generations The Legacy'

Will Jack Mabaso's return to the realm of Generations boost ratings? Well it seems not all viewers are impressed by the come-back.