Can't Sell Won't Sell

Advertising, politics and culture wars. Why adland has stopped selling and started saving the world

Häftad, Engelska, 2021

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Our politics dictate the ads we create and distance us from our audience. The advertising industry has lost interest in selling. According to the IPA, we face "a crisis of effectiveness". And our politics are to blame. We are now so culturally left-leaning, we're no longer willing to stoke capitalism's engine of growth. Instead, we have a new raison d'etre: we're saving the world. But who are the activists and careerists who are pushing this progressive agenda? And what of the angry mainstream who are alienated by the ideas we're imposing upon them? Most urgently, as our clients emerge from the pandemic recession, will advertising rediscover its commercial purpose and help them revive the UK economy? Or will our agencies and institutions double down on social purpose and the monoculture that's suffocating a once brilliantly creative industry and forcing it to the margins of British business and cultural life?

Produktinformation

Utgivningsdatum2021-07-16
Mått127 x 203 x 17 mm
Vikt318 g
FormatHäftad
SpråkEngelska
Antal sidor290
Upplaga3
FörlagAdworld Press
ISBN9780957151529

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Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.

Chapter 1: Can't Sell Won't Sell. Chapter 2: Why we've lost interest in selling. Chapter 3: Why our left-wing bias makes us so intolerant. Chapter 4: Why we're saving the world. Chapter 5: Why clients are embracing purpose. Chapter 6: Who's buying the purpose pitch? Chapter 7: When purpose works - and when it doesn't. Chapter 8: Why we're losing touch with the people who matter most. Chapter 9: So what would I do if I was you? Chapter 10: Commercial purpose or social purpose? Adland's response to Covid-19 and the post-pandemic recession. Chapter 11: Advertising's Somewheres speak out. Chapter 12: The clique that's setting adland's agenda. Chapter 13: Diversity - has adland missed the point?. Chapter 14: Fit for purpose?. Chapter 15: 2021 Delusion and reality. Chapter 16: New blood New hope. Notes. Index.

"These new chapters are the most important things to be written about the advertising industry for many years." Paul Burke, Advertising writer, producer and director "If, like me, you prefer sales to sanctimony, have a look at 'Can't Sell Won't Sell'. Steve Harrison's take-no-prisoners assault on 'brand purpose' and other smug political obsessions of our industry." Bob Hoffman, The Ad Contrarian"I learned more from these new chapters than I have from reading the trade press for the past 12 months. This is the advertising equivalent of 'Factfulness'". Vikki Ross, Copy Chief and Brand Tone of Voice Specialist"An excellent book which encapsulates the problem powerfully and backs it up with sources and numbers. It would be good for our industry if lots of agencies buy it and distribute it to their staff." Dave Trott, Creative director, copywriter, author "If the ad industry is to going to stop sleepwalking into obsolescence, this is the wake up call it needs." Dave Dye, CCO LOVE or FEAR and author of Stuff from the Loft"Everyone in advertising should read this book". George Tannenbaum, Ad Aged"Brace yourself. This is a ruthlessly direct analysis of what's gone wrong with our advertising. And why. And what we should do about it." Jeremy Bullmore, WPP Advisory Board"The world of marketing currently displays an evangelical zeal to induct society into its progressive 'reality'. If advertising follows Steve Harrison's advice and resists this misguided attempt to stage a corporate revolution from above, it could be its finest hour." Tom Gallagher, Emeritus Professor of Politics, University of Bradford"Little has caused me to think about our industry and where we are at more recently than 'Can't Sell, Won't Sell'. This is a fascinating and incredibly researched piece of work. Not that I agree with all of it but the issues Steve raises got the cogs whirring and sharpened my own thinking about whether and why the business has lost its appetite for the sale." Richard Huntington, Chairman and Chief Strategy Officer, Saatchi & Saatchi London Group"This is a welcome - and timely - reminder that our industry has lost the plot. Those who know how to build and grow brands have been marginalised as irrelevant or, like me, have left the building. Steve Harrison calls 'bullshit' on those lazy, right-on individuals and companies who have lost touch with commercial reality." Jon Steel, Author, Truth, Lies & Advertising, and Perfect Pitch"Steve expertly dissects the major problems at the heart of an underperforming industry that is bound up in its own self-worth, and fails to understand the very people it seeks to engage and influence. It is the wake up call advertising needs." Andrew Tenzer, Director of Market Insight & Brand Strategy at Reach Plc"'Can't Sell Won't Sell' is a highly provocative and passionate plea for less uniformity and greater diversity of thought in advertising, and a book that urges the industry to take pride in selling again. Whether you agree with it or disagree with it, do read it." Orlando Wood, Author, Lemon: How the advertising brain turned sour "Very well done. Very readable. Up-to-date. And makes very good and unusual points. Especially about the political bias and its influence on the industry. That's not something I've seen properly discussed before." Mark Ritson, Marketing Week