Kellogg’s Australian Marketing Director Lucie Wolstenholme has never written humour into an agency brief but says it can do wonders for audience engagement – think Yellow Pages’ ‘Not Happy, Jan’ and BigPond’s ‘Too many rabbits in China’. “It’s a fine art to use humour without falling offensive or flat,” she says. Only a fifth of ads featuring women use humour, compared to more than half of ads featuring men, according to research from Are Media. ABC Radio host and comedian Wendy Harmer reckons 25 to 35-year-old men can’t be expected to write humour well for women. “You need that lived experience and relatability,” she says. Are Media’s Jane Waterhouse says humour delivers in spades: “We found that humour was three times more engaging than standard communication.”

Kellogg&rsquo;s Australian Marketing Director Lucie Wolstenholme has never written humour into an agency brief but says it can do wonders for audience engagement &ndash; think Yellow Pages&rsquo; &lsquo;Not Happy, Jan&rsquo; and BigPond&rsquo;s &lsquo;Too many rabbits in China&rsquo;. &ldquo;It&rsquo;s a fine art to use humour without falling offensive or flat,&rdquo; she says. Only a fifth of ads featuring women use humour, compared to more than half of ads featuring men, according to research from Are Media. ABC Radio host and comedian Wendy Harmer reckons 25 to 35-year-old men can&rsquo;t be expected to write humour well for women. &ldquo;You need that lived experience and relatability,&rdquo; she says. Are Media&rsquo;s Jane Waterhouse says humour delivers in spades: &ldquo;We found that humour was three times more engaging than standard communication.&rdquo;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

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