Hypnotised by complexity …

In this TedX CanaryWharf talk, given by advertising veteran Dave Trott, he argues that the reason why Britain is no longer the best in the work in creative advertising is because ad industry creatives are hypnotised by complexity.

They can’t see the wood for the trees as they are so embroiled in digital complexities and forget that the key thing in advertising is to control the human mind and thereby obtain significant share of mind.

The talk’s called ‘Upstream Thinking’. Take a look!

 

Dave Trott is a creative director and the author of Creative Mischief; Predatory Thinking: A Masterclass in Out-thinking the Competition; and most recently, One Plus One Equals Three: A Masterclass in Creative Thinking. After starting his career at BMP he founded a number of agencies including Gold Greenlees Trott, Bainsfair Sharkey Trott and Chick Smith Trott. CST merged with The Gate in 2011 and Trott left the agency three years later. Follow his latest thinking on Twitter at … @davetrott .

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