September 01, 2016

"Highly Creative, Annoyingly Successful And Sometimes Completely Mad"

As regular readers know, I've been traveling and speaking and haven't had much time for blogging in recent weeks. Today, to atone for my dereliction, I'm sending you to a site where you can find a podcast I did while in New Zealand a few days ago with Ben Fahy of StopPress. You can listen to the podcast or read a transcript of it. Here's the intro to it:

"In the first of an irregular series of podcasts where we interview an assortment of highly creative, annoyingly successful and sometimes completely mad humans from across the marketing, media and advertising industries, we've set the bar pretty high: Bob Hoffman, AKA The Ad Contrarian. 

As a long time fan of Bob Hoffman’s spiky musings on marketing, advertising and media, a little bit of wee came out when TVNZ announced it was bringing him over to speak as part of its Forecast series.

Hoffman, who has been the CEO of two independent advertising agencies and the US operation of Mojo, is the author of the popular Ad Contrarian blog and of several books, including 101 Contrarian Ideas About Advertising, which became Amazon’s #1 selling advertising book. Now he spends most of his time slaughtering sacred cows, questioning the conventional wisdom of the marketing industry and using the phrase ‘horseshit’.

And so, in the atrium of the newly renovated TVNZ building, the closest thing you could find to a marcomms whistleblower gave a presentation to a group of TVNZ staff, clients and friends of the family that focused on what he believes are three main fallacies: 1) digital advertising is not very effective, regularly fraudulent and it hasn’t killed traditional media as promised. 2) people don’t love brands and 3) targeting young people is stupid.

His goal was to make the audience uncomfortable through the power of facts, rather than through the biased expertise that regularly pushes a specific, often digital, agenda and prove that people who work in this industry are definitely not normal. Judging by some of the knowing glances as he spoke, he achieved his goal. And, not surprisingly, he got plenty of laughs along the way. StopPress was lucky enough to get a few minutes of his time the following day to explore some of his ideas. Here’s what we talked about:" 

Now, please go here for the podcast.

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