11 - Paddy Gilmore - After Dinner Chats, Ripped Off Less: Humour, ROI, and Bruce Forsyth

11 - Paddy Gilmore - After Dinner Chats, Ripped Off Less: Humour, ROI, and Bruce Forsyth

Welcome to After Dinner Chats, where host James Welch sits down with Paddy Gilmore, founder of a specialist humour consultancy. They dive into the "Ripped Off Less" theme, exploring the serious ROI of humour in marketing and why brands must not act like stand-up comedians. This is a must-listen for anyone who wants to understand the high cost of being "dull".

Interview Guide

This chat follows our After Dinner Chats series one “Ripped Off Less" format, where we find out what makes the industry's brightest tick. Here’s what we covered:

News That Caught Our Eye: Paddy highlighted the 8-year prison sentence given to a Brazilian stand-up comedian for telling offensive jokes. He noted this reflects Brazil's raw social touchpoints, as slavery was only abolished in 1888, and highlights the complex debate around offence that brands must navigate.

How to Get Ripped Off Less: Paddy helps brands get ripped off less by proving the value of humour, citing a 2022 survey showing humorous campaigns get over 100% more ROI. He advises brands not to be stand-ups (like IKEA), but to intelligently integrate humour into the whole brand experience (like Virgin Trains' "stolen from" salt shakers) to avoid "the extraordinary cost of dull".

The High Five: A quick-fire round to get to know them better:

Hero: The local egg seller from his childhood in North Devon. The man wore a chicken-shaped tea cosy on his head, which was a "lovely lesson in marketing" about being memorable and consistent.

Best Decision: Opening his own consultancy. He feels "privileged and honoured" to work with clients like Harley-Davidson, HSBC, and Epson.

Worst Decision: Attempting to become a wine expert. He worked one summer in a wine shop but realised he "didn't have the pallet" for it.

Funniest Moment: Being unexpectedly asked to write jokes for Bruce Forsythe on Strictly Come Dancing (2008) after a producer heard his wedding speech.

One More Person: Deborah Rock. He recommends her for her "extraordinarily articulate" insights on race and white privilege, which he found invaluable during the 2020 Black Lives Matter demonstrations.

Sponsored by @jobsinadtech

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