10 short YouTube pieces from ‘Be Wise – Advertise’ by John Fanning

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Part 1 – Don’t confuse advertising recall with effectiveness    https://youtu.be/QvxCrN_CJCQ

Part 2 – Marketing Communications – Essential for any Businness  https://youtu.be/UY6XcjVg6YU

Part 3 – Case Histories – Bulmers, MiWadi, Kilmeaden, Husqvarna  https://youtu.be/STGuoBtZI6A

Part 4 – Case Histories – Currys, Dyson, Donegal Catch  https://youtu.be/JpqZUa-SJas

Part 5 – Case Histories – Bord Gais and Cadbury https://youtu.be/xirU5VaEop0

Part 6 – Case Histories – McDonalds, Jack & Jill Foundation, Liberty Insurance https://youtu.be/yZaF70Dh8r0

Part 7 – Never call anybody an insight manager, it’s not fair https://youtu.be/p2BC2Nsxv3I

Part 8 – Typical Dublin Agency, you’re so stupid https://youtu.be/2-YEn0ql3R0

Part 9 – Trust creative people, sometimes https://youtu.be/EtZuVnbjGIA

Part 10 – If you don’t know the headline, then you should….  https://youtu.be/io9HBDtC8EQ 

“Be Wise, Advertise”

by John Fanning

In the late 1920’s in America there were two leading brands of ready-to-eat cereal; Post and Kellogg’s, when the depression came one stopped advertising the other continued to invest.

In the 1970’s in the UK there were two leading brands of toilet paper, Delsey and Andrex, when the recession cause by the oil crises came one stopped advertising the other continued to invest.

The lesson is obvious and there are many other examples because there is well documented evidence from every recession of the twentieth century to show that businesses who continued to invest in advertising emerge much stronger than their competitors who don’t. 

Ireland is no exception and a new analysis of the 160 award-winning case histories from the Irish Advertising Effectiveness Awards, 1996–2014, shows the different ways advertising works for businesses and the return on marketing investment and increase in shareholder value that can be expected.