So tell us, Kev, what would Don Draper do to sell financial advice?
Kev - One of the things that the character understood was the science of advertising and how to sell anything. And that's to understand that you're talking to people, not consumers and that advertising is about getting people to feel something. The most famous scene in the show, apart from when that bloke ran over someone's foot with a ride-on lawnmower, was the bit when he was selling the Kodak carousel, and he realised it wasn't a wheel. It was a carousel. He took them on a wonderful storytelling journey for about 2 minutes, and at the end, most of the room was crying. I've seen that happen in advertising pitches. One of the biggest mistakes people make in financial services is forgetting the first rule of advertising, which is emotion first, logic second.
You’ve said that financial services are among the hardest things to market. Why is that?
Kev - The first problem is that it's really, really boring. So as a category, it has that to overcome. The second thing is, it's really, really scary. The future's scary. It's all tied up in things like death - the biggest taboo. Money is scary. Numbers are scary. So it’s that combination of the fear of the future, the boring nature of numbers and the taboo around discussions of financial services.