Being boring is one of the biggest challenges facing our industry, marketing gurus Peter Field and Adam Morgan will argue in this new research, which will be revealed exclusively at The Future of TV Advertising Global. They will demonstrate the long-term market share success of ‘non-dull’ ads, and the extra media spend needed to match that market share using dull ads. Drawing on vast data covering rational vs emotional advertising and media spend, this presentation shows how to be less dull! You will hear about the elements of advertising that prevent dullness, and what non-dull looks like. There will be examples of entertaining ads in traditionally dull categories, confirming that no CMO must accept ‘dull’ as their fate. This compelling research illustrates the impact of ‘dull’ on brands and why nobody can afford to bore audiences if they want growth efficiency from advertising.