Episode Four: Paul Feldwick, Advertising Industry Thought Leader, UK.
Topic: What creativity really means in advertising - can it still disrupt markets?
Throughout history, selling and entertainment have gone hand in hand – from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy and cartoon animals, and today’s celebrities who launch their own multi-million dollar brands.
Yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled by managerial myths of rationality and logic, and by a cultish misunderstanding of ‘creativity’, it risks forgetting how to appeal to the public. As a result today’s advertising is less liked – and less effective – than ever before.
But it is not too late. Advertisers and agencies can rediscover why the pedlar sings, and why people do buy from clowns.
Advertising could become popular, famous, and fun again – and more effective to disrupt the marketplace
Advertising Industry Thought Leader, UK
Check out Paul's latest book, 'Why does the pedlar sing?' What Creativity Really Means in Advertising. "This is a fabulous book. …It is possibly the book I would most highly recommend to anyone in marketing."
- Rory Sutherland, Vice Chairman, Ogilvy
In 1974 I joined Boase Massimi Pollitt, a rising London advertising agency already famous for several popular campaigns including the Smash Martians and the Cresta Bear. I stayed there for over thirty years, mainly as an account planner. By 1988 I was heading up the planning department, and from 1993 onwards my work was increasingly focused on developing strategic tools and skills across the DDB Worldwide network, which BMP had joined in 1989.
I left DDB at the end of 2005 to work as an independent consultant, lecturer and author. In 2015 I published The Anatomy of Humbug: How to Think Differently About Advertising, an attempt to make sense of the contradictory and confusing ideas about advertising that I had lived in the middle of for so long.
My next book Why Does the Pedlar Sing? What Creativity Really Means in Advertising was published by Matador in February 2021.