When Simon Daglish, ITV’s group commercial director, said at Advertising Week Europe that “90% of content is crap”, I skipped a little celebratory dance. While it might seem harsh to tell brands that want to become programme makers that most consumers “don’t give a stuff” about them, the sentiment behind the statement is right. The essence of what you are trying to communicate will die a bloody death if it has even the faintest whiff of corporatese about it.
I also agree with Daglish’s follow-up statement to the Guardian: “One needs to be careful in this world of anybody-can-produce content. If you are a brand, and thinking about producing content, talk to people who produce content.” Read More