At the end of last year, Aurora celebrated its 25th anniversary and asked for my contribution. Naturally, I came up with a list of 25 points (clever, right?) that the advertising industry needs to address to get its act together. The Aurora folks then asked me to trim it down to 15 because, apparently, other advertising industry people also needed to say things and sound important. Then, of course, they had to post it on LinkedIn to feel even more important, tagging their entire marketing departments. The marketing departments would then comment, saying “Wow, great work,” and the bosses would reply, and everyone would like that one boss comment of “teamwork, out of the box, creative, etc., etc.”

I’m rambling. So, back to this. It seems only fitting that I share the remaining 10 with you. Here’s a quick summary:

1. Back to the Briefs: Emphasise clear client briefs for effective campaigns.

2. Research, Not Assumptions: Prioritise research over assumptions for better campaigns.

3. Content is King, Context is Kingdom: Ensure content is relevant and well-placed.

4. Digital, Not Dull: Embrace digital creativity and understand online behaviour.

5. Quality Over Quantity: Focus on high-quality messages, not excessive content.

6. Ad Masters, Not Ad-Mongers: Treat campaigns as creative masterpieces, not sales pitches.

7. Regulation, Not Strangulation: Avoid stifling creativity with overregulation.

8. Respect the Consumer, Not Just Their Wallet: Value consumers beyond their purchasing power.

9. Create, Don’t Imitate: Foster originality and innovation in campaigns.

10. Collaborate, Don’t Dictate: Encourage collaboration for richer campaigns.

11. Learn, Unlearn, Relearn: Stay adaptable to new trends and ideas.

12. Work for the Brand, Not the Client (or the Boss): Prioritise the brand’s legacy.

13. Fail, but with Flair: Embrace failure as part of the creative process.

14. Transparent Transactions: Promote transparency and integrity in business.

15. Passion over Pension: Prioritise passion for advertising over financial gain.

Now, I present the remaining nuggets of advertising gold – or silver, or uranium, or whatever precious metal tickles your fancy:

1 Narratives that Resonate: We have been dishing out stale stories, expecting audiences to feast on them. Instead of pushing one-sided tales, let’s craft narratives that strike a chord. Ones that echo in the heartbeat of the consumer. How? By diving deep into insights, understanding real emotions, and weaving them with genuine humour. When our storytelling resonates, it doesn’t just get seen; it is remembered. It is not just another ad; it is a conversation starter, a memory maker. That’s how brands become unforgettable.

2 Craft over Crass: Ever seen a campaign that screams louder than my Aunt Rasheeda finding a rat in her kitchen? That’s crass for you, desperate for attention but clueless on charm. This is what happens when brands opt for noise over nuance. Instead, let’s focus on craft – creating messages with thoughtfulness and precision. It’s not just about grabbing attention; it’s about holding it with class and leaving a memorable mark. In a world filled with noise, what stands out is genuine artistry and meaningful connections, not just loud, forgettable stunts.

3 Humour Over Humdrum: The humdrum, where creativity is sentenced to a lifetime of monotony; where campaigns go to become the wallpaper of consumers’ lives – pleasantly ignorable. Now, on to humour – advertising’s knight in shining armour, ready to slay the dragon of dullness. How do we do it? By letting humour crash the party of predictability, making our campaigns the life of the consumer’s daily scroll. Humour breaks the ice, warms up the audience, and gets the conversation going. It turns brands from faceless corporates to witty companions. Remember Ufone? There is a reason why we now put RIP before it… at least I do. And go easy on the moral policing within the boardrooms. Let ideas breathe!

4 Educate to Elevate: Advertising is not just about selling; it is about telling. And for that story to be heard and understood, we need an informed audience. It’s like trying to enjoy an opera in a language we don’t speak. The music is nice, but aren’t you curious about the drama? By elevating the discourse, we don’t just make our message clearer; we make our audience wiser. And a wise audience? They are the best kind.

5 Social Sensibility, Not Insensitivity: Ah, the allure of jumping on every trending bandwagon, even when it’s headed off a cliff. The ‘what’ is about exercising discernment in our social messaging. The ‘how’ is by developing an understanding of social undercurrents, ensuring our messages uplift rather than offend. And the ‘why’? Because in the age of cancel culture, a misstep is not just a stumble; it is a nosedive into the abyss of public disdain. Go read my review of McDonald’s last film on ‘inclusion’… we really didn’t need to boycott them. They were just two more ads away from being cancelled anyway.

6 Kick Stereotypes to the Curb: The advertising world has been a breeding ground for stereotypes for too long. It’s time we kick these outdated clichés to the curb. Dismantle the stereotypes that shackle our creativity. How? By promoting diversity in our campaigns. Why? Because breaking free from stereotypes not only fosters a more positive societal impact, it paves the way for original and relatable advertising content.

7 Feedback as Feedforward: You know those people who hear feedback and act like they have bitten into a sour lemon? Yeah, we need less of that in advertising. Think of feedback as GPS directions – sometimes it reroutes you, but it is just trying to save you from a traffic jam. So, instead of sulking, let’s use it to fuel our next creative pit stop. Constructive criticism is just a mentor you haven’t thanked yet.

8 ROI – Relevance Over Impressions: Every year, as I leaf through the Effie cases, I’m struck by a glaring oversight in our industry’s approach to ROI. We are obsessed with surface-level metrics, touting media results and sales figures as the ultimate proof of a campaign’s success. But here’s the real talk: not every campaign is laser-focused on driving sales, and no campaign should be solely about showcasing media prowess. The real ‘return’ we should be chasing is not numbers on a spreadsheet. It’s about cultural relevance; how a brand embeds itself in societal conversations, resonates with its audience, and how each campaign amplifies that brand’s voice in the larger narrative.

9 Purpose Over Popularity: In the glitzy world of likes, shares, and fleeting viral moments, it’s easy to get sidetracked by the siren call of popularity. But here’s the twist. Popularity is like that high school crush, thrilling for a moment but fleeting. The purpose is the soulmate that gives a brand depth and direction. When we anchor campaigns with genuine purpose, we create legacies, not trends. So, while chasing the viral dragon may give a quick high, it’s the purpose-driven narrative that stands the test of time. Don’t just be the talk of the town; be its heartbeat.

10 Collaborate, Don’t Dictate: In the ad world, everyone’s got a vibe – from the newbie to the old guard. But there is always that one insecure boss, acting like he is holding the only golden ticket to ‘Creativity Land’. Newsflash: Just because you have tenure doesn’t mean you have cornered the market on ideas. Time to share the stage, big guy. Your insecurities? They are showing. And they ain’t a good look. Let others shine too. We have all got hits to drop. Why? Because diversity of thought isn’t just trendy – it’s the lifeblood of ground-breaking campaigns. When more voices join the chorus, the song is richer.

So here it is, folks – my little list of how we can make things better. Maybe you will agree, maybe you won’t. But this isn’t about me or you. It’s about the bigger picture. We need to unite and take steps to make it work for us and our industry. For the awards we desperately want but don’t need, and to rise above the mediocrity we have come to celebrate.

Ad Mad Dude runs the eponymous Facebook page.
admaddude@gmail.com