2. The key to profit-growing advertising campaigns revealed | Paul Weiland OBE

At a time when consumers are fed up of ads (and advertisers), how can you connect with your target customers and stop them hitting the ‘skip now’ button? In this episode of All About Business, James Reed is joined by award-winning director and veteran ad-man Paul Weiland OBE. He’ll share how some of Britain’s most well-loved ads were created, how to navigate the often tricky client/agency relationship and answers the question every marketer wants to know: how to create a profit-growing campaign everybody loves. Paul is a writer, producer and director whose credits include Blackadder and Mr Bean. He’s also directed 1000s of popular TV ads, most notably, the Gary Lineker Walkers ads.In 2015, he received an OBE for his services to advertising and the creative industries. 02:24- Paul's Journey into Advertising05:33- Early Career and Breakthroughs09:01- Directing Commercials and Building a Reputation20:14- The Walkers Crisps Campaign25:47- Celebrity Endorsements in Walker's Ads26:09- The Power Struggle with Supermarkets28:15- What Makes a Good Client?29:58- The Evolution of the Gary Lineker Campaign31:58- The Importance of Continuity in Advertising36:10- The Changing Landscape of Advertising42:06- From Ads to Feature Films45:11- Advice for the Next Generation48:19- Reflections and Future OutlookDiscover how to connect with your customers online with our Digital Marketing CourseInterested in watching one of Paul’s movies? Check them out hereFollow James on LinkedInWatch the hand-built by robots ad: https://www.youtube.com/watch?v=-fXV6KzhBbM Watch the infamous Gary Lineker ad: https://www.youtube.com/watch?v=SuKgMSUU6-cAll About Business is brought to you by Reed Global. Learn more at: www.reed.comThis podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast, visit Flamingo-media.co.uk