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Advertising | Brand Identity
Every Advertiser’s Single Best “Unfair Advantage”
Mark Ritson’s biggest takeaway at Cannes is a good old-fashioned jingle.
Mark Ritson spoke at Cannes Lions this June and revealed that the “single f***ing best thing you can do for your advertising is….”
Well, more specifically, have a jingle.
I’m ecstatic to hear a person of his caliber confirm what my colleagues and I have known for years.
Sound matters!
On a blistering hot day in the south of France, Mark Ritson stood on a stage and told marketing heads and agency leaders to stop over-complicating things and go back to the basics with audio. According to System1 and Effie’s research, audio increases trust by 81%, profit by 70%, and acquisition by 19%. These findings were built from their data of 1,250 campaigns over a period of 17 years.
This is not new news. Good old-fashioned audio has been proven to stimulate growth, recognition, and trust in brands for years (see my citations below). It’s just always been taken for granted.
