Jack

90% of people remember a funny ad. Only 33% of ads are funny. Per Kantar, humour drives an 11-point lift on distinctiveness. But brand comms keeps getting more serious. tinyurl.com/p23ehpx6 #HumourInMarketing #BrandStrategy #MarketingEffectiveness

Understanding takes time. That’s why it’s valuable.

Speed creates output. Reflection creates value.

The more you know, the more selective you become.

Good research creates direction, not just information.

How do you use music as a humour mechanic in advertising? Watch (and listen) Honda's 2003 classic, Cog. tinyurl.com/y42xn32u

Funny ads are 47% more memorable than straightforward ones (Nielsen). Kantar 2025 went further: highly engaging celebrity ads were 60% more likely to use humour than low-engagement ones. #MarketingStrategy #BrandBuilding #B2BMarketing #ContentMarketing #HumourInMarketing

Not all clarity feels comfortable.

Endurance is built when no one is watching.

How do you elevate music from background ambience to humour mechanic in an advert? Lessons from Honda's classic 'Cog' ad from 2003. tinyurl.com/y42xn32u

Coors Light typoed "REFERSHMENT" on its own cans. On purpose. Result: 12.6B impressions, 400% spike in social chatter. A planted flaw did what polish couldn't — made the brand human enough to share. @CoorsLight tinyurl.com/ye78xbxw #BrandBuilding #HumourInMarketing

Insight often comes after the obvious has been questioned.

Who said funny #B2B adverts weren't possible? Whoever did never watched the B2B advert about an asteroid hitting a yoga studio. #marketing #advertising tinyurl.com/2ebmjffx

Do you love @marmite or hate @marmite? Either way, most people laugh at it. tinyurl.com/mr2x9yzp #advertising #humour #creativemarketing

Humour makes ads 47% more memorable than serious ones (Kantar/Nielsen). But only 33% of ads use it. Half of Kantar's Creative Effectiveness Award winners do. The risk isn't being funny. It's being forgettable. tinyurl.com/2vb83y2k #MarketingStrategy #BrandBuilding

You don’t need perfect data to make a better decision.

Most insights don’t fail. They get ignored.

The value of research is in what it changes.

Better insight leads to quieter confidence.

Sumo is a Japanese sport. Football is predominantly European & South American. But when we see someone divert from using appropriate behaviour in a set context, we laugh. Wherever we are. That's why @pepsi's 2002 World Cup ad made 40+ countries laugh. tinyurl.com/mp22yfxk