Feature

4 quotes that stayed with us after BigThink@Bafta

Actor Lenny Henry and leading marketers from Camelot and Channel 4 reveal their views on the current state of the advertising and marketing industries at Thinkbox's BigThink@BAFTA event.

Lenny Henry: talks diversity in advertising at BigThink@BAFTA (Twitter/Graham Lovelace)
Lenny Henry: talks diversity in advertising at BigThink@BAFTA (Twitter/Graham Lovelace)

"One of the greatest TV moments for BAME was the Malteser girls"

Lenny Henry, star of the Premier Inn adverts and headline speaker, highlighted the advert from the confectionery brand as one of his three all-time TV highlights for black, Asian and minority ethnic (BAME), alongside Nelson Mandela’s release from prison and Barack Obama becoming the US president.

Henry explained: "It wasn’t about the characters being from a certain race. They were just two British black girls crazy for Maltesers."

"80% of CEOs don’t respect their marketing function"

The stark statistic was cited by Andy Duncan, chief executive of Camelot UK Lotteries, based on research by The Fournaise Marketing Group. "Marketing somewhere along the way has lost its way," he said.

Duncan highlight four reasons why more companies aren’t being led by marketing CEOs. They included the sector having an image problem, marketing jargon, the discipline being seen as a cost rather than an investment and allowing itself to be narrowed down and put into a box.

"Recreate adverts in Lego and likeability will increase by 19%"

This is according to Frances Ralston-Good, chief strategy and innovation officer from PHD, who said the agency saw this rise in five adverts recreated in the toy brick. "It’s all about popularity," she explained. "It is better to be loved by a lot than few."

To highlight this point, Ralston-Good referenced her agency’s work on Sainsbury’s 2014 Christmas ad. Marketing research organisation Ehrenberg-Bass found that with the spot being aired between the most viewed TV programmes, the campaign delivered a 73.2% reach.

"We are seeing more imaginative partnerships with advertisers"

Jay Hunt, chief creative officer of Channel 4, said advertisers are coming up with more innovative content to draw in consumers. "They’re thinking about how they bleed into content discretely and be part of the conversation."

When asked about the use of TV show characters in advertising, like the below EE advert starring Gogglebox’s Christopher Steed and Stephen Webb, she explained: "You have to police that carefully and go into that space with caution. Gogglebox is a powerful brand because of its authenticity."