{"id":383,"date":"2021-03-03T08:00:42","date_gmt":"2021-03-03T13:00:42","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/03\/03\/2021-in-advertising-picking-up-the-pace-to-the-finish-line\/"},"modified":"2021-03-03T08:00:42","modified_gmt":"2021-03-03T13:00:42","slug":"2021-in-advertising-picking-up-the-pace-to-the-finish-line","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/2021-in-advertising-picking-up-the-pace-to-the-finish-line\/383\/","title":{"rendered":"2021 in Advertising: Picking Up the Pace to the Finish Line"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Merope Beddard, Client Services Director at London-based advertising agency, AML Group<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m no Paula Radcliffe, as anyone who has seen me run can testify, but we\u2019ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There is a bit of science to the burst of energy towards the end of a race. On average during middle and long-distance track world records, there is an uptick in pace at the end of the race. And that\u2019s looking at the best of the best \u2013 athletes who are performing at their peak.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether it is a physical or a mental trigger, it seems that humans (elite or otherwise) tap into their emergency reserves only when they know they are near the finish line.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s about pace and survival. But it\u2019s also about tactics.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Sebastian Coe received some good advice just before he took on the 1500m in the Moscow Olympics in 1980. Having lost the 800m two days earlier, his signature distance, to his arch-rival Steve Ovett, it was advice he needed to hear. A couple of experts sent him a letter \u201c<em>Relax on the pace, move into position and strike \u2013 remembering that he who strikes first is generally the victor<\/em>,\u201d they told him. \u201c<em>The only person that can beat you is yourself.<\/em>\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The pace in the world of advertising has been quiet, with only a few brands like the global investment company, Vanguard, standing out for being confident and active when other brands weren\u2019t. And it\u2019s been rewarded for its bravery, hailed as the \u2018Nike of the investment world\u2019 (another nod to running)\u2026<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it seems the pace is about to pick up again. 2021 is going to get busy and noisy, fast. Consumer demand is there and for those fortunate enough to have saved money during the past year, they will wreak \u2018consumer revenge\u2019 and splurge on clothes, food and experiences. Or maybe they\u2019ll make life-changing investment decisions? Either way, we\u2019re all hungry to do something different, for the marathon to be over.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This month we have a step challenge at AML. Teams built, a leader board monitored and a competitive spirit reignited. My money is on the Mamils, but irrespective of the ultimate victors &#8211; we\u2019re all putting one foot in front of the other, moving forwards together.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And whilst I\u2019m more in the Pilates camp, maybe I\u2019ll be able to channel my inner Paula and get a bit of a wiggle on.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m pretty sure I can see the finish line.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script 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sight.<\/p>\n","protected":false},"author":7,"featured_media":384,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2021 in Advertising: Picking Up the Pace to the Finish Line | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/2021-in-advertising-picking-up-the-pace-to-the-finish-line\/383\/\" \/>\n<meta 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