March 20, 2024

Ep.

126

48:55

MIN

Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury

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We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?

See behind the scenes

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

Guest

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Timestamps

Intro

Why creativity matters

Investing in creativity

Being forced into short term tactics

How to write a better brief

Distinctive assets (Oreo Ad)

Cadbury Garage Ad

Orlando Chart

Cadbury Generosity

How Cadbury approaches creative development

Data vs creative judgement

How to measure creative

Q&A

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