Jason Dunstone's presentation at the AMI's Breakfast Seminar 'Creating social marketing that engages and empowers' on 22 July 2009.

1. Jason Dunstone

7. So what makes good social advertising?

9. Creativity

11. No. 5, 1948 Jackson Pollock Sold for $140,000,000 Nov 2 2006

12. Watch the creativity trap

13. Substance Boldness

15. Relevance is king

18. Clarity

19. Get to the point

22. Commitment

23. It’s not easy

28. So where does research fit?

29. Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance. At its core, great research should minimise boring and pointless advertising.

34. www.alcohol.sa.gov.au

38. "If a tree falls in a forest and no one is around to hear it, does it make a sound?"