Business
Paul is the co-founder of ad agency Mellor&Smith and also started the event series #TakeFuckingRisks as a side hustle - which is now one of the biggest creative events in London.Support this podcast by buying me a coffee (or 3...)We covered plenty of ground in this episode!Should you specialise or be well roundedThe state of the advertising industry today89% of ads that people see are forgotten - can you imagine if this was any other industry?"As an industry we are fucking terrible at our jobs"What do we need to do to fix the industry?First admit there is a problem - although this doesn't serve the industryHaving a backbone and standing up to clientsStop being addicted to digital and short termismStop being fixated on dataMake advertising based on what people do rather than what the algorithm saysWhy clients don't trust agencies and what we can do about itThe public don't trust brands, we need to rebuilt thatIs the market research and insight industry broken too?Serial focus groupersGet down to the supermarket and see how people actually actWhy we shouldn't approach B2B differentlyThey are still people, it's just not their money they are spendingAny B2B brand using traditional media is going to winHow do you get clients to take risks?Why social media metrics are bullshitIs traditional media the most effectiveIs it the fact that the advertising as bad or is traditional media broken?Why influencer marketing is a conThe role of advertising is to get you noticed, not to make salesWhat is "Take Fucking Risks"?Why there is a lack of honesty in our industryWhy we need more trouble makersHow do you deal with disagreements with clients?If you're so good at this, why are you only 11 people?LinksFollow Mellor&Smith on TwitterPaul's LinkedInFollow me on Twitter