Ep 25. CP+B's Andrew Keller: How Adver

CP+B's Andrew Keller: How Adver is the 25th episode of the first season of FORA.tv Economy. This episode features Andrew Keller, the CEO of creative advertising agency CP+B. Keller discusses the changing landscape of the advertising industry and how CP+B approaches creating successful campaigns for their clients.

Keller begins by talking about the evolution of advertising from the traditional methods of television and print to more modern platforms like social media and video. He explains how consumers are becoming more discerning about the content they consume and are less likely to engage with ads that feel intrusive or inauthentic. Keller emphasizes the importance of creating ads that feel like they belong in the consumer's experience and provide value to them.

Keller goes on to discuss how CP+B approaches creating successful campaigns for their clients. He explains that the agency focuses on creating a strong brand narrative that can be carried across various platforms and mediums. He also discusses the importance of data in creating effective advertising, and how CP+B uses data to inform their creative decisions.

Throughout the episode, Keller provides examples of successful campaigns that have resonated with audiences. One such campaign was for Kraft Macaroni & Cheese, in which CP+B created a tongue-in-cheek campaign encouraging adults to embrace their love for the childhood staple. Keller explains how the campaign was successful in part because it tapped into a shared cultural experience and allowed consumers to feel like they were part of a larger community.

Keller also discusses the challenges of creating successful international campaigns, noting that cultural differences and language barriers can make it difficult to translate a brand's message across borders. He provides an example of a campaign for Domino's Pizza in Japan that was successful because it incorporated local cultural references and language.

The episode concludes with Keller discussing the future of advertising and how technological advancements such as virtual reality and augmented reality are changing the industry. Keller believes that these technologies will allow for even more immersive and engaging advertising experiences, but emphasizes the importance of keeping the consumer's needs and preferences at the forefront of any creative decisions.

Overall, CP+B's Andrew Keller: How Adver provides an insightful look into the world of advertising and the challenges and opportunities faced by creative agencies in the digital age. Keller's expertise and examples of successful campaigns make this episode engaging and informative for anyone interested in the advertising industry.