Mumbrella360 video: Planet Advertising With Ted Horton
In the latest in a series to run over the next few months, we present highlights from this year’s Mumbrella360 conference.
In the Planet Advertising keynote session, Tim Burrowes sat down with Australian advertising legend Ted Horton, founder of Big Red. They discussed his career, what’s changing in Australian advertising, how awards are corrupting the industry, the split in media and creative and decades of highly successful campaigns.
https://www.youtube.com/watch?v=l1EGRzo9IhE&feature=youtu.be
Timeline:
- 2:03: Why speak in public now?
- 3:11: Does having experience outside of the advertising world make you a better advertising person?
- 4:29: (Horton) “There were actually very few people who had actually gone to university and then straight to advertising, and practically everyone does now, and I think that’s a problem.”
- 4:39: In your bio you list Lynton Crosby as one of your greatest influences, and he just helped the conservatives win majority in the UK, and used a very similar ad to yours, what do you think about that?
- 5:10: “Being new and fresh is dangerous, and the industry tends to celebrate it.”
- 6:05: Lessons from working on election campaigns
- 9:32: Advertising influences
- 13:50 The influence of Mo and Jo on Australian adland
- 16:30: Which agency is setting a standard at the moment?
- 16:50: Who stands for what?
- 19:41: Annoying Coles ads and continually asserting what you want to say
- 23:20: What ‘Follow the Money’ really means
- 24:00: “As media changes, advertising people need to look outside of advertising to see where the options lie in the new mediums.”
- 25:13: Debunking the Coles-DDB myth
- 28:26: The future role of television
- 29:51: What are your thoughts on bringing media planning back in house and the role of research?
- 34:09: The Cannes Lions and the corruption of advertising awards
- 36:44: How have clients changed and how can we make money from them?
- 36:46: “The power is with the client now.”
- 38:57: You have a 15 year old daughter, would you want her to work in this industry?
- 39:10: “We need to focus on the cake and not the icing and cherry on top.”
Visit Mumbrella360 website via this link: mumbrella360.com.au
Video edited by 90 Seconds cloud video production.
Interesting. Thanks for posting the video.
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Well done Mumbrella and well done Ted.
A voice of reason and experience amid so much nonsense and change for change sake.
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