“The Key - Quick Conversations on Creativity” Matt Bourne (The Advertising Association & Ad Net Zero)

" 🌴 Quick Conversations 🎤 " from Cannes Lions International Festival of Creativity as a #CannesCorrespondent for The Marketing Society.

Interviewing Matt Bourn the Director of Communications for the Advertising Association and Ad Net Zero...who is also an author of two books (Sustainable Advertising, Trusted Advertising)

👉 “The number one driver of people’s trust is enjoyment.” 🎯

When I asked Matt Bourn what The Key 🔑 to Great Creativity is, he started somewhere I wasn’t expecting...but makes total sense...With the public.

⚡ “The public is our industry’s most important customer.” ⚡

And according to the Advertising Association’s research (The Value Trust Report: link in the comments), the biggest driver of public trust in advertising isn’t frequency.

❌ It isn’t targeting.

❌ It isn’t technology.

✅ It’s enjoyment.

If people genuinely enjoy your advertising, they’re far more likely to trust your brand.

That enjoyment can come through:

🎵 Great music

😂 Humour

❤️ Emotion

🧠 Making people feel something

There was so much more in this "Quick Conversation 🎤 " too, including:

1️⃣ Why UK advertising continues to punch above its weight

2️⃣ The growing role of creators and influencers

3️⃣ Why brands need to move from controlling conversations to conducting conversations

4️⃣ How trust is built differently across different media channels

I really enjoyed this fascinating conversation about creativity, trust and why great advertising helps organisations innovate, compete and grow.

🙏 Thank you Matt Bourn for such a thoughtful and insightful discussion.