B&T‚Äôs¬†Fast 30¬†podcast produced by Eardrum is back again with its eighth episode, this time featuring Campaign Edge founder & ECD, the trailblazing Dee Madigan.
During the discussion, which touched on everything from crocodiles to jingles, Madigan brought up one particular bugbear that had been troubling her in the world of advertising.
For Madigan, there‚Äôs simply not enough quality content being made on our shores, and the stuff that is made here is often, ‚Äúf*cking boring‚ÄĚ.
Specifically, the online content which often features testimonials and influencers.
For Madigan, ‚Äúreal people talking in ads is really f*cking boring‚ÄĚ.
‚ÄúWhere the Australian advertising industry has let the ball down is in the amount of overseas content we allow to be here.
‚ÄúThere are ways to get around the rules too much that we‚Äôre getting overseas content and all you have to do is cut it up and all of a sudden is considered Australian,‚ÄĚ she added.
Despite the myriad reasons this doesn‚Äôt work, for Madigan, the most frustrating part is quite simply, the content does not fit with our culture.
Brainstorming how to move forward from this, Madigan said: ‚ÄúWe could regulate that and say, ‚Äėmore of our advertising has to be produced and created here‚Äô‚ÄĚ.
‚ÄúThere‚Äôs a lot the industry could do to regulate Australian content.‚ÄĚ
‚ÄúToo many ad agencies are doing too much rubbish content on the internet, it‚Äôs just crap and it doesn‚Äôt really matter what it is, it still needs an idea,‚ÄĚ Madigan added.
Homing in on social media marketing, Madigan said it‚Äôs time for a rethink.
‚ÄúThere‚Äôs this mindless content and it‚Äôs often testimonial stuff. People aren‚Äôt stupid, they know you wouldn‚Äôt have someone promoting your product unless you‚Äôve paid them.
‚ÄúNo one believes it; you could swap out an insurance company with a bank or something else.‚ÄĚ
‚ÄúReal people talking in ads is really fucking boring; you don‚Äôt just need content, you need ideas and creativity,‚ÄĚ she finished.
Check out the podcast below:
It‚Äôs the latest episode of¬†B&T‚Äės¬†Fast 30¬†podcast, produced by the talented team at¬†Eardrum.
If you‚Äôre a fan of our fortnightly podcast ‚Äď please join our dedicated¬†Facebook group¬†and comment on who we should invite on next!