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#truthaboutadvertising
Wednesday, March 27, 13
The research
                            1000 online survey with the U.S. consumers
                           478 online survey with U.S.industry employees
                            11 interviews with industry representatives
                          Man on the street interviews on Madison Avenue




Wednesday, March 27, 13
Chapters
                           Sad Man In The Mirror

                           America On Advertising

                           Pride And Persecution



Wednesday, March 27, 13
Wednesday, March 27, 13
How the world
   sees us

Wednesday, March 27, 13
Wednesday, March 27, 13
We asked the industry... which
                 image best depicts where you
                            work?




Wednesday, March 27, 13
Where we
     think we work

Wednesday, March 27, 13
And...where do your friends think
      friends think you
              you work?
                          work?



Wednesday, March 27, 13
our friends
                            see us

Wednesday, March 27, 13
How we see ourselves




Wednesday, March 27, 13
Perhaps most
                      worryingly, we think
                      the best is behind us
                          70% of the industry believes that the best of
                          advertising is behind us

                              9%     27%     7%     16%      7%      4%      6%    24%


                                                                                   Yet to
                              1950’s 1960’s 1970’s 1980’s   1990’s   2000s   Now
                                                                                   come




Wednesday, March 27, 13
No wonder
                                  we think
                                  we have
                                   a talent
                                    issue
                          57% of industry folk believe we have a problem attracting and
                          keeping talent


                                                          “We need to learn from
                                                         other industries that are
                                                             on the forefront of
                                                            embracing diversity,
                                                           employee incentives,
                                                           engagement, training,
                                                            career development”
                                                                       Industry Survey


Wednesday, March 27, 13
America On
Wednesday, March 27, 13
We asked the man on
                                 the street...
                          What three words would
                            you use to describe
                           someone working in
                                advertising?




Wednesday, March 27, 13
Wednesday, March 27, 13
Advertising is seen as an
               integral
           part of culture
                          84% of consumers see advertising as a part of
                          everyday life
                          82% see themselves as a consumer
                          57% of consumers say advertising gives them something to
                          talk about




Wednesday, March 27, 13
People understand
        advertising is more than TV
                          100%
                                  78%
                                              70%
                          80%                            69%
                                                                   61%
                                                                               58%
                          60%                                                              50%         49%
                                                                                                                   44%

                          40%


                          20%


                          0%
                                 A store    A product    Brand     A celebrity A Billboard 100 branded A Facebook A flash mob
                                                                                             A
                                 window             sponsorship recommending
                                           featured in           of             song written board on sponsored organized by
                                 display     a moviea sports event/ product on for an ad
                                                                  a                           Pinterest   story     a brand
                                                        concert      Twitter

                                  Which of the below would you consider an ad? (Consumer Data)
Wednesday, March 27, 13
They know it makes their
                           lives better
                                    87%
                                                 83%
                          80%                                 77%
                                                                           75%            75%
                                                                                                        65%
                          60%

                          40%


                          20%


                          10%


                          0%                                            Helps me to
                                                Helps me
                                   Helps me                                make
                                                  know    Entertains me                 Pays for stuff Saves me
                                keep informed                              better
                                                what the    and makes                   I get for free money
                                   about the                             decisions
                                                  latest     me laugh                   (music,email,
                                 latest offers                         about product
                                               trends are                              Facebook, etc.)
                                                                            and
                                                                         services
           To what extent do you agree that advertising provides you with the following benefits?
                                                                                 (Consumer Data)
Wednesday, March 27, 13
The good news:
   they don’t hate us
                          71% of consumers feel positive about advertising as a
                          profession
                          67% of consumers feel positive about the advertising they see
                          around them
                          And 4/10 consumers love advertising




Wednesday, March 27, 13
Before We Get
Wednesday, March 27, 13
                          Carried Away
In the context of other
      professions we don’t fare so                                                                                                                      12

                  well                                                                                                 9
                                                                                                                                10
                                                                                                                                             11



                                                                                                            8
                                                                                                  7
                                                                                      6

                                                                 4          4
                                                       3
                                            2
                                 1


                                                                 re
                             eur         her        or          a
                                                              w r         nt
                                                                         e t          s t            y        ng
                                                                                                             i e      er         nt               on            an
                                                  t         ft pe                  li              e
                            n           p       c                       m n                       n        s
                                                                                                         ti t i v    k        ta               rs            ci
                         pre        gra      D
                                               o         s o lo        e ta
                                                                      g l       rna           t or      r
                                                                                                       e u        Ban       un             P e
                                                                                                                                                       li ti
                                                                                            t        dv xec
                       re         to                  b/ eve         a u
                                                                    n s      Jo
                                                                               u          A                               co            es           Po
                    nt           o                   e            a n                               A E                 c            al
       In       your          Ph                 W d
                   E fantasy world, rank the below professions in order of those you’d most
                                                                M o
                                                                    C
                                                                                                                      A            S                                 and least
                                                                                      like to do.

                                                                                (Consumer Data)
Wednesday, March 27, 13
We asked people...who is
                           most likely to work in
                               advertising?




Wednesday, March 27, 13
The industry thought



Wednesday, March 27, 13
Even though people think
    we are creative...


                          They also think we’re
Wednesday, March 27, 13
                            overly corporate
choose an Ad Equal



                          Exec to...
                                        last

                            1    4   1 with
                                      politici
                                         an

                           %     %
                             trust                go into
                                                                   % help
                             with                business           solve a
                           deepest
                            secret
                                                   with     High   problem
                                                             est
                                                            Rate
                             7                     8          d    2
                             %
                           have sex
                                                   %
                                                  give a
                                                                   %
                                                                   have a
                                                 makeove           debate
                             with
                                                     r              with
Wednesday, March 27, 13
The real issue we face
                             as a profession...
                          In many ways we don’t
                               even register




Wednesday, March 27, 13
Wednesday, March 27, 13
Insularity is our
                       Achilles heel


Wednesday, March 27, 13
Wednesday, March 27, 13
The talent war is
                           being fought
                             elsewhere
                          79% of industry employees think that we’re good at selling
                          our Client’s business but not our own

                                                        “I think the industry is
                                                        too self-focused right
                                                                  now.
                                                          We have the brains
                                                         and the money to do
                                                              great things,
                                                          but we spend more
                                                           time trying to win
                                                                awards”
Wednesday, March 27, 13
                                                                Industry Survey
We’re all a little bit
                            guilty of this



                          43% say their parents don’t understand what they do
               A core theme in industry responses is a call for honesty and
                                             transparency
Wednesday, March 27, 13
Why are we talking
                      about unicorns
                    when we create jobs?
                          Advertising fuels 15%
                          of the U.S. job market



Wednesday, March 27, 13
And if we ask
                          consumers does
                          advertising make
                             the world
                          better or worse?
Wednesday, March 27, 13
72% of
                          consumers
                           say better
Wednesday, March 27, 13
And if we pull the right
                         levers we
                    can turbo charge
                         advocacy
                             87% of consumers believe that if people
                          understood the real value advertising brings to
                              the economy it would change people’s
                                    perceptions for the better




Wednesday, March 27, 13
No pressure
     but...               69% believe we have the power to change the
                                            world




Wednesday, March 27, 13
Brand ideas that move
                      people
                can move culture
                    87% of consumers think brands should stand up for what they
                                             believe in
                    73% prefer brands that have a strong identity and clear role in
                                             the world
       68% agree the brands they buy say something about them




Wednesday, March 27, 13
We need to get over
                 our persecution
Wednesday, March 27, 13
And take pride in
         what we do


Wednesday, March 27, 13
Wednesday, March 27, 13
1. There’s a disconnection between how the world see us and how we
                                        see ourselves
       2. In the context of other professions, we don’t register

          3. The talent war is being fought elsewhere
            4. We’re an insular industry and we hide behind a veil of impenetrable
                                           language
          5. When we get it right we can change the world




Wednesday, March 27, 13
The Brief
                          Problem:
                          We’re too insular: this has a knock on effect on how we view ourselves, how
                          others
                          Target Audience:ability to attract new talent
                          view us and our
                          We currently operate in a B2B model (i.e. trying to attract Clients and
                          impress each
                          other), we need to incorporate a B2C model in order to attract new
                          talentdo we want people to think:
                          What
                          Advertising is the number one place to be creative, creating 15% of the nations
                          jobs
                          Tone:
                          Honest, inclusive and proud




Wednesday, March 27, 13
The Competition
                          Mandatories:
                          Must be an idea that can live in any channel
                          All submissions must be in a 5 minute video format

                          Timings:
                          All entries must be submitted by May 15th 2013
                          Winner will be announced at Cannes




Wednesday, March 27, 13
truthcentral.mccann.com
Wednesday, March 27, 13

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#4AsTransformation 2013 - March 11 - TruthCentral - #truthaboutadvertising

  • 2. The research 1000 online survey with the U.S. consumers 478 online survey with U.S.industry employees 11 interviews with industry representatives Man on the street interviews on Madison Avenue Wednesday, March 27, 13
  • 3. Chapters Sad Man In The Mirror America On Advertising Pride And Persecution Wednesday, March 27, 13
  • 5. How the world sees us Wednesday, March 27, 13
  • 7. We asked the industry... which image best depicts where you work? Wednesday, March 27, 13
  • 8. Where we think we work Wednesday, March 27, 13
  • 9. And...where do your friends think friends think you you work? work? Wednesday, March 27, 13
  • 10. our friends see us Wednesday, March 27, 13
  • 11. How we see ourselves Wednesday, March 27, 13
  • 12. Perhaps most worryingly, we think the best is behind us 70% of the industry believes that the best of advertising is behind us 9% 27% 7% 16% 7% 4% 6% 24% Yet to 1950’s 1960’s 1970’s 1980’s 1990’s 2000s Now come Wednesday, March 27, 13
  • 13. No wonder we think we have a talent issue 57% of industry folk believe we have a problem attracting and keeping talent “We need to learn from other industries that are on the forefront of embracing diversity, employee incentives, engagement, training, career development” Industry Survey Wednesday, March 27, 13
  • 15. We asked the man on the street... What three words would you use to describe someone working in advertising? Wednesday, March 27, 13
  • 17. Advertising is seen as an integral part of culture 84% of consumers see advertising as a part of everyday life 82% see themselves as a consumer 57% of consumers say advertising gives them something to talk about Wednesday, March 27, 13
  • 18. People understand advertising is more than TV 100% 78% 70% 80% 69% 61% 58% 60% 50% 49% 44% 40% 20% 0% A store A product Brand A celebrity A Billboard 100 branded A Facebook A flash mob A window sponsorship recommending featured in of song written board on sponsored organized by display a moviea sports event/ product on for an ad a Pinterest story a brand concert Twitter Which of the below would you consider an ad? (Consumer Data) Wednesday, March 27, 13
  • 19. They know it makes their lives better 87% 83% 80% 77% 75% 75% 65% 60% 40% 20% 10% 0% Helps me to Helps me Helps me make know Entertains me Pays for stuff Saves me keep informed better what the and makes I get for free money about the decisions latest me laugh (music,email, latest offers about product trends are Facebook, etc.) and services To what extent do you agree that advertising provides you with the following benefits? (Consumer Data) Wednesday, March 27, 13
  • 20. The good news: they don’t hate us 71% of consumers feel positive about advertising as a profession 67% of consumers feel positive about the advertising they see around them And 4/10 consumers love advertising Wednesday, March 27, 13
  • 21. Before We Get Wednesday, March 27, 13 Carried Away
  • 22. In the context of other professions we don’t fare so 12 well 9 10 11 8 7 6 4 4 3 2 1 re eur her or a w r nt e t s t y ng i e er nt on an t ft pe li e n p c m n n s ti t i v k ta rs ci pre gra D o s o lo e ta g l rna t or r e u Ban un P e li ti t dv xec re to b/ eve a u n s Jo u A co es Po nt o e a n A E c al In your Ph W d E fantasy world, rank the below professions in order of those you’d most M o C A S and least like to do. (Consumer Data) Wednesday, March 27, 13
  • 23. We asked people...who is most likely to work in advertising? Wednesday, March 27, 13
  • 25. Even though people think we are creative... They also think we’re Wednesday, March 27, 13 overly corporate
  • 26. choose an Ad Equal Exec to... last 1 4 1 with politici an % % trust go into % help with business solve a deepest secret with High problem est Rate 7 8 d 2 % have sex % give a % have a makeove debate with r with Wednesday, March 27, 13
  • 27. The real issue we face as a profession... In many ways we don’t even register Wednesday, March 27, 13
  • 29. Insularity is our Achilles heel Wednesday, March 27, 13
  • 31. The talent war is being fought elsewhere 79% of industry employees think that we’re good at selling our Client’s business but not our own “I think the industry is too self-focused right now. We have the brains and the money to do great things, but we spend more time trying to win awards” Wednesday, March 27, 13 Industry Survey
  • 32. We’re all a little bit guilty of this 43% say their parents don’t understand what they do A core theme in industry responses is a call for honesty and transparency Wednesday, March 27, 13
  • 33. Why are we talking about unicorns when we create jobs? Advertising fuels 15% of the U.S. job market Wednesday, March 27, 13
  • 34. And if we ask consumers does advertising make the world better or worse? Wednesday, March 27, 13
  • 35. 72% of consumers say better Wednesday, March 27, 13
  • 36. And if we pull the right levers we can turbo charge advocacy 87% of consumers believe that if people understood the real value advertising brings to the economy it would change people’s perceptions for the better Wednesday, March 27, 13
  • 37. No pressure but... 69% believe we have the power to change the world Wednesday, March 27, 13
  • 38. Brand ideas that move people can move culture 87% of consumers think brands should stand up for what they believe in 73% prefer brands that have a strong identity and clear role in the world 68% agree the brands they buy say something about them Wednesday, March 27, 13
  • 39. We need to get over our persecution Wednesday, March 27, 13
  • 40. And take pride in what we do Wednesday, March 27, 13
  • 42. 1. There’s a disconnection between how the world see us and how we see ourselves 2. In the context of other professions, we don’t register 3. The talent war is being fought elsewhere 4. We’re an insular industry and we hide behind a veil of impenetrable language 5. When we get it right we can change the world Wednesday, March 27, 13
  • 43. The Brief Problem: We’re too insular: this has a knock on effect on how we view ourselves, how others Target Audience:ability to attract new talent view us and our We currently operate in a B2B model (i.e. trying to attract Clients and impress each other), we need to incorporate a B2C model in order to attract new talentdo we want people to think: What Advertising is the number one place to be creative, creating 15% of the nations jobs Tone: Honest, inclusive and proud Wednesday, March 27, 13
  • 44. The Competition Mandatories: Must be an idea that can live in any channel All submissions must be in a 5 minute video format Timings: All entries must be submitted by May 15th 2013 Winner will be announced at Cannes Wednesday, March 27, 13