A brave twist to a moving story Rethink

Rachel discovers that the four words Bill Bernbach, David Ogilvy and Neil French would say today are ‘I told you so’. Because whilst we all agree it’s getting harder and harder to break through the noise, creativity is still the last unfair advantage brands are allowed to take. But even though bravery is subjective and hard to measure, we hear from brands like Aldi and Klarna who are using data to maximise the impact of creative storytelling. Welcome to Rethink, a podcast by Think with Google.  Today's episode is all about what it takes to don your armour, grab your sword and charge into the battle of creativity....that was probably a bit much wasn't it.  But coming up with brave creative doesn't have to involve dressing up like you're ready to joust.  It's about standing out in a sea of sameness.  It's about saying the things people are thinking but that other brands don't seem to be comfortable saying and when you get that right you end up with an ad that makes people think "Finally! Someone is listening." And today's challenge is about how to use science to achieve that result.... "We keep hearing that brave creative works. The problem is, bravery is pretty subjective and difficult to measure, so it can be hard to get everyone on board. Is there a way of using data to know how far we should go?" To help us answer this we chat with BMF's Group Strategy Director, Kinga Papp, and Creative Director, David Fraser about Aldi's unprecedented ad for these unprecedented times. Andrea Darling, Marketing Director at Klarna talks us through how you manage to capture people's attention when you've got zero brand awareness and people are stuck inside their homes. And Fiona Walford, Head of Creative development at Google ANZ explains how we can use data to work out how far we can push the envelope.  Want to work out how to stand out? Check out this episode.... FURTHER READING Want to learn more about how data can help you come up with brave creative? Check out the latest from Think with Google.. The latest observations on creative effectiveness amid COVID-19 When creative and media come together, sparks fly Google's Unskippable Labs has run over 250 video ad experiments. Learn their approach How to ensure your video creative is driving performance For even more great insights head to https://www.thinkwithgoogle.com.au/  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton