Why advertising should be more like politics

In his Admap column, Richard Pinder argues that the best advertising sparks conversations and that brands that change and influence consumer conversations have much in common with the best politicians who are able to sway national debates.

Why advertising should more like politics

Richard Pinder

When 68% of the uk population say they trust politicians less than they did five years ago (1), it might seem perverse to say that advertising should become more like politics. But it will, and it should.

Why? Fifty-six per cent trust TV ads (2) and 76% trust a friend's recommendation (3). In other words, conversations in pubs, at school gates and online are by far the most important medium in the marketer's armoury. Bain Consultancy suggests that the most recommended brand in the category grows four times faster than the category...

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