Adam Morgan interviewed Perry on the concept of marketing without the use of traditional advertising. Perry’s been pretty adamant for years now that TV advertising has robbed brands of more effective means of creating awareness, consideration and trial. Ironically is has actually prevented some brands from growing.
This is particularly topical, as, since this interview, Dorset Cereals have just launched a TV advert and are running a test to see if it works. Our money is that it won’t make a jot of difference, but how wonderful it is to be successful enough be able to test things?