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:


Recommended

by NEWSROOM AI
Read More
[LISTEN] Masterclass: The architectural history of Johannesburg

[LISTEN] Masterclass: The architectural history of Johannesburg

Architect at Paragon Group Hugh Fraser joined Azania in studio to share his insights.

Respect for the teaching profession has diminished badly- Lesufi

Respect for the teaching profession has diminished badly- Lesufi

Gauteng education MEC Panyaza Lesufi says the new schools they are building have new security measures including CCTV cameras.

[LISTEN] 'We must turn those illegal dagga businesses into legal businesses'

[LISTEN] 'We must turn those illegal dagga businesses into legal businesses'

Executive Director of the CDCSA KZN Branch Thandeka Khunene reacts to the decriminalisation of dagga.

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
Hits from the bong (it’s legal!)… then off to work I go?

Hits from the bong (it’s legal!)… then off to work I go?

The consequences of consuming dagga at home and showing up at the office high. Bruce Whitfield interviews a labour lawyer.

Tax ombud to probe Sars – yet again - after taxpayers complain

Tax ombud to probe Sars – yet again - after taxpayers complain

The Money Show’s Bruce Whitfield interviews Adv. Eric Mkhawane, CEO at the Office of the Tax Ombud.

'We can barely enforce tobacco legislation, how will we to deal with dagga?'

'We can barely enforce tobacco legislation, how will we to deal with dagga?'

International law enforcement expert and former Drug Unit Commander Lobo das Neves says ruling opens a different can of worms.

Comair reports record earnings, 72nd profitable year in a row – a world record!

Comair reports record earnings, 72nd profitable year in a row – a world record!

Recession, soaring fuel costs and surplus capacity - yet profits keep coming! Bruce Whitfield interviews Comair CEO Erik Venter.

[WATCH] Dad stops baby from crying, Emmy acceptance speech turns into proposal

[WATCH] Dad stops baby from crying, Emmy acceptance speech turns into proposal

Khabazela shares some of the most popular tweets, posts, and videos on 'What's gone viral'.