TRUTH Central, McCann research on attitudes toward advertising... outside and inside our community | Introduced by 4A's President-CEO Nancy Hill
Laura Simpson, Global Director McCann Truth Central
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
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
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
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?
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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
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?
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35. 72% of
consumers
say better
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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
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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