Their advice was to avoid “visual vampires”, that problem/solution is always best, having a single minded relevant idea is vital, believability is key, mention the brand name within the first five seconds of the ad and that creativity is not a critical ingredient to effectiveness.
Sound familiar. They ought to. These insights are the very same ones you would have found 50 years ago in the golden age of the Mad Men. Amazing how little the accepted OTC advertising formula has changed.
Like it or not, the way in which people view and interact with brands has changed, and that pace of change is increasing. Winning brands and categories constantly find new ways to fuse cultural and category conventions that help define the markets in which people live and think in the present day. I can't help think that most OTC advertising would struggle to qualify in this regard.
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