‘We have over-intellectualised advertising’: Poem’s Matt Holmes

Advertisers and content creators are over-complicating and over-intellectualising the process, forgetting that it is emotions which actually drive decision making, Poem’s co-founder and executive creative director, Matt Holmes, has proposed.

“I think we spend far too long worrying about the intellectual,” Holmes told the Mumbrella CommsCon audience.

Holmes: We think we’re making rational decisions, but we’re not 

“We need to have more emotion in there,” he said, adding that emotion helps create memories, drive business, and ensure brand recall and purchase.

“I’m not just talking about making somebody laugh, making somebody cry, making somebody angry to take action,” Holmes clarified. “It’s actually also a decision-making process in terms of clicking to a website or clicking to purchase or simply to find out more.”

Holmes added that while we may think we are rational, sensible beings, we actually act first, and justify and rationalise later.

“[Emotion] is twice as effective as rational advertising. [But] the reality is that rational advertising and content is still 80% of the market,” he said.

“The majority of us think we’re making rational decisions, when actually an emotional decision has already been made. [We then use] that rational-decision-making process to justify the [emotional] decision.”


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