There are 3 parts to any presentation: preparation, creation and delivery. Unfortunately, most of the effort is focused on the creation part.
Advertising can not just change perceptions but can change behaviour too. One of the best examples I can think of is the effort behind preventing road accidents in Melbourne, Australia for TAC by Grey Worldwide. The TAC’s campaign is reported to have contributed to saving over 10,000 lives and 100,000 serious injuries; the financial savings to Victoria are estimated to be $67 billion. Recently, the hugely awarded Dumb Ways to Die campaign resulted in 20%…
At one level, advertising is creativity with commerce. The creative ideas developed by ad agencies help businesses drive awareness, sales and build brands. We are all familiar with ads peddling toothpaste, soaps and mundane everyday things. In doing so, advertising comes under the microscope for having to promote controversial categories like fairness creams. Advertising also comes under fire for creating make believe worlds and promoting stereotypes. Amidst all this is the belief that advertising can…