Drilling for Diamonds

Liz Bigham SUP/Director of marketing for Brand Marketing for Jack Morton Worldwide tells us just 9% of the 91 million viewers who watched the 2006 Superbowl ads could remember the ads a week later.

Combine that figure with the massive increase in consumers who distrust advertising (the number or complaints about deceptive advertising doubled between 1997 and 2001) and you have a serious disconnect.

If consumers can’t remember what you’ve said and don’t trust the medium you’re using to talk to them its time to change. Its time to reallocate your brand dollars to experiential activities that will generate advocacy for your brand.

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