'Stories that connect brands to people have a huge impact on sales,' Lidl's Arnd Pickhardt
A view from Arnd Pickhardt

'Stories that connect brands to people have a huge impact on sales,' Lidl's Arnd Pickhardt

Throughout September, Marketing will be celebrating the 60th anniversary of TV advertising in the UK with a series of articles penned by influential industry leaders....

TV advertising has helped build mass-market brands more than any other channel. Despite its huge reach it has the unique ability to link rational and emotional objectives allowing brands to create a much stronger, more powerful identity.

Integration between digital and traditional TV has caused a major transformation over the last three years.

I imagine that the digital revolution will continue to change the way we experience TV. The classic TV will fully integrate into a universe of digital relevance for consumers in the next couple of years.

What excites me about the future of advertising is the endless opportunities for innovation, alongside the challenge of staying on top of this ever-changing medium.

The consumer has now become a willing participant in the advertising experience by sharing and championing their favourite adverts across social media. It’s exciting to see how adverts can become iconic in that way and be truly enjoyed by the viewer. I can only see this active participation evolve and progress in the future.

The consumer has now become a willing participant in the advertising experience

I think that despite all the technological advancements we will see, certain things will remain fundamental. Short, easily interpreted stories, which connect brands with people will continue to have a huge impact on sales, regardless of the platform or format in which they are viewed. The only difference we will see is that through data our knowledge about what works will grow exponentially, helping brands to become increasingly salient through more and more effective communications, which are better tailored to the context in which they are consumed.

To mark 60 years of TV advertising we're asking readers to vote for their favourite TV ad of all time. Click here to vote in our poll