Curly Creative Trevor Beattie is an enigmatic chap. Wonderbras and FCUK etc.
He's also said, last week in fact, that the 30 second advert is dead and that 5 seconds would do. Radio Newcastle decided to chat about it and also asked me to let them - and their listeners - know what I thought.
So here's what I said.
I said that I agreed with Trevor Beattie. I said that all great brands should actually be able to give you the reason to buy them in less than 5 second. That, wrapped up in killer creative from the likes of onebestway, is more than enough.
Dyson. No loss of suction.
Duracell. It lasts longer.
Lynx. Get the girl.
At onebestway and our allied business Violet Bick, we do this day-in and day-out.
It makes you more memorable, simpler, less expensive to market (because people 'get it' more quickly) and more profitable, too.
So yes, Trevor may have funny hair - but he does know what he's talking about.