Chris Botha, MD of Park Advertising, unpacks why prioritising data over instinct in advertising leads to forgettable work.
Brands often approach advertising with a sense of responsibility that leans toward caution, prioritising what the data proves works, reducing risk and protecting spend. In practice, this approach frequently delivers the opposite outcome, as work becomes predictable, blends into the category and ultimately fails to justify the investment behind it.
Listen to the conversation below:
In our conversation with Chris Botha, MD of Park Advertising, we unpacked why this happens. In his view, the industry’s growing dependence on measurement has introduced more hesitation, as more decisions are guided by certainty, rather than instinct.
He also reframes the way we think about budgets. When resources are constrained, it’s easier to become more conservative, but that approach often diminishes effectiveness. If fewer people are reached, the work itself needs to carry greater weight, which places a premium on boldness and distinctiveness rather than incremental optimisation.
More advertising insights from the conversation
- Bravery is often constrained by internal processes rather than a lack of ideas
- Creative distinctiveness is becoming more valuable in fragmented media environments
- Out-of-home is gaining relevance as a consistently visible medium
- Creator-led communication reflects a growing shift toward trust-based engagement
- AI will increase output, though not necessarily originality
Brands that take considered risks are more likely to be remembered.
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