The Cure for Dull
We showed you the cost of dull advertising.
Now we move from diagnosis to prescription.
Following The Extraordinary Cost of Dull, created with Adam Morgan of eatbigfish and supported by effectiveness evidence from Peter Field, attention research from Karen Nelson-Field and emotional measurement from Jon Evans and System1, we now move from defining the problem to fixing it.
System1 brings you The Cure for Dull, our most practical and actionable guide to pushing back on neutrality and unlocking more distinctive, effective creative work.
Built on proven effectiveness evidence and building on the work of Orlando Wood, this report equips brands and agencies with a clear, evidence-based framework to eliminate dull, move beyond safe neutrality, and create work that drives sustained growth.
Inside, you’ll find:
- How dull creeps in through the funnel
- Anti-dull insights inspired by the work of Orlando Wood
- A clear prescription for dull by category
- The impact and cure for dull by duration
- The role of happiness and emotional response in driving effectiveness
Join our live webinar on March 31 at 9:30am EDT / 2:30pm BSTto be the first to see the findings and receive exclusive access to the full report when it launches immediately after the session.
Because the opportunity is not simply to avoid dull.
It is to move decisively beyond it.