The Four Horsemen of the Dullocalypse - Performance, Optimisation, Averaging, Procurement
PrincipleBrand & Creativity
The Four Horsemen of the Dullocalypse - Performance, Optimisation, Averaging, Procurement
Adam Morgan names four structural forces driving dullness, the Four Horsemen of the Dullocalypse: Performance (spend moving to channels measured on short-term transactional metrics), Optimisation (assets simplified to work at any size on any screen), Averaging (brands copying what works until everything converges), and Procurement (budget cuts leaving no time to get from good to great).
Source
Another Dull Whitepaper: The Extraordinary Cost of Dull - launched at Cannes Lions 2024 (2024)
Jon Evans (System1), Adam Morgan (eatbigfish) and Peter Field
p. 21-24, The Extraordinary Cost of Dull (2024), framework by Adam Morgan, eatbigfish
Go to the originalMore from this source
StatFeeling nothing is the single most common reaction to a television adStatB2B advertising produces even less emotional response than consumer advertisingPrincipleNeutrality is the dark matter of advertising - invisible, inert, and larger than everything else put togetherCaseA 20-second film of grazing cows beats more than a quarter of all advertisingStatDullness kills happiness and surprise while leaving negative reaction untouchedWarningPlaying safe removes the upside of an ad without removing its downsideStatB2B advertising loses positive emotion to dullness at exactly the same rate as consumer workStatThe dullest quartile of advertising buys roughly a thirteenth of the share growth of the most interestingStatClosing the effectiveness gap with media money would cost more than all US TV advertisingStatThe UK cost of dull is more than twice the country's entire television ad spendStatMarketers already put the most money behind their most interesting consumer advertisingWarningUK B2B puts more than half its television money behind its dullest advertising