Andrew Tyndall on Advertising Fundamentals: Emotion, Distinctiveness, Showmanship & Consistency In this talk, Andrew Tyndall (Chief Growth Officer at System1) breaks down what's actually driving effective advertising today, backed by data from the Effie Awards case library, System1's Competitive Edge database, and IPA research. Andrew unpacks why ad spend has risen ~50% (even accounting for inflation) while effectiveness has fallen, why brand building matters more than ever in a world of fragmented screens, online shopping and AI, and why Byron Sharp's "advertising doesn't matter" take misses the mark. He then introduces his "creativity stack," four proven levers for effective campaigns: emotion, distinctiveness, showmanship, and consistency, illustrated with real examples including Tesla, Mars, T-Mobile, Spotify, KitKat, and the Apartments.com/Jeff Goldblum campaign. He closes with his "60% rule" and "excess share of creativity" framework for planning media spend against creative quality. Key topics covered: - Why more ad spend hasn't meant more effectiveness (Effie data) - Three reasons brand building matters now more than ever - Excess Share of Voice and the "long and short of it" (Les Binet & Peter Field) - Broad targeting, high-attention media, and the shift toward short-termism - Distinctive brand assets: characters vs. celebrities, and the power of audio - Emotion as a predictor of long-term brand growth - Showmanship vs. salesmanship (right-brain vs. left-brain advertising) - Consistency as a growth and efficiency driver - The "60% rule" and excess share of creativity (ESOC) Please take the time to check out our partners, all of whom we work with because we think they’re useful companies for lovely marketers. Frontify – All your brand assets in one place: Frontify combines DAM, brand guidelines, and templates into a collaborative source of brand truth. Cambridge Marketing College – The best place to get your marketing qualifications and apprenticeships. Planable – the content collaboration platform that helps marketing teams create, plan, review, and approve all their awesome marketing content. Wistia – a complete video marketing platform that helps teams create, host, market, and measure their videos and webinars, all in one place. Prismic - the agentic web platform where teams and AI agents publish quality, on-brand pages as fast as they brief them, from single campaigns to complex websites. Built for digital businesses where speed drives revenue but quality isn’t optional, Prismic helps teams scale pages while keeping brand context, reusable sections, and team control at the core. Canva - an online design and publishing tool, with a mission to empower everyone in the world to design anything and publish anywhere.