Growth Amplified: Can advertising get its effectiveness back?

This episode of Advertising Amplified explores why advertising is becoming more efficient but less effective, and what marketers can do to drive greater growth, profitability and trust.

Recorded live at Radiocentre’s Tuning In conference, host Omar Oakes brings together effectiveness expert Les Binet and System1’s Chief Growth Officer Andrew Tindall for their first-ever discussion together, alongside Advertising Association President Andria Vidler, to debate the challenges facing modern marketers.

Drawing on Binet’s latest IPA report, Go Big or Go Home, and System1’s The Secret to Profit and Trust: Audio research, the conversation explores why scale matters for brands of all sizes, the importance of creativity and differentiation, and why marketers need to focus on long-term business outcomes rather than short-term efficiency metrics.

The discussion also highlights the growing importance of trust in driving profit and market share, radio’s unique ability to build trusted connections with audiences, and how AI could reshape the future of advertising effectiveness.

 

Highlights:

  • 01:11 Why Ads Lose Effectiveness
  • 02:26 Budget Control and CFO Language
  • 04:06 Boardroom Confidence and Innovation
  • 05:39 Lottery Case Study in Audio
  • 12:52 Proving Value Inside Companies
  • 14:06 Going Big for Small Brands
  • 16:38 Challenger Brands Debate
  • 21:25 Helping SMEs Do It Right
  • 23:28 Trust Becomes the KPI