Part two of the interview with Andrew Tenzer about his and Ian Murray’s research – Gut Instinct, The Empathy Delusion and  The Aspiration Window, which caused a tsunami of controversy in the creative industry by demonstrating how, sometimes, creative agencies can assume too much about the mindset of consumers.

What do they say about assumption and its parental reputation?

Andrew discusses how there is compelling evidence that the creative industry often imposes its own views on the creative execution of advertising and marketing campaigns, incorporating tropes, stereotypes and urban myths that bear no resemblance to the target audience. And with the cost of advertising being so high, why are we still taking such massive risks?

What happened to the entertainment side of the business? Why do people actually buy products and services and what can the industry learn from all this research?

In this show we discuss:

  • Shouldn’t the ad industry be encouraging its clients to pay tax?
  • The advertising industry’s trust problem
  • Brand and social purpose don’t sell products: the facts
  • How the advertising industry’s mission contradicts ESG ambitions
  • How the ad industry supports platforms that create the chaos
  • How to deal with Twitter trolls
  • The Dictator Game
  • Reach plc’s cookie dilemma

Show notes:

Andrew Tenzer’s LinkedIn profile:

Ian Murray’s LinkedIn profile:

Gut Instinct report here:

The Empathy Delusion report here:

The Aspiration Window report here:

The Righteous Mind:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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