Eaon Pritchard is widely regarded as an advertising industry authority. Having plied his trade in agencies such as Weapon7 in London and Clemenger BBDO in Melbourne for over 20 years, he writes and appears regularly, addressing the challenges facing the fast-evolving advertising industry. Eaon is also the author two books; 'Where did it all go wrong?' released in 2018 and 'Shot by both sides: What we have is a failure to communicate', released in January 2020. In this episode, we discuss: • The Dunning Kruger effect; the important difference between skill and expertise in advertising, originally developed from a scientific study of American Idol and how the advertising industry faces a similar problem • The 'healthy scepticism' that fuels Eaon to keep asking questions of the industry in the face of the evolving digital landscape • Why direct marketing in the digital era is a missed opportunity • Challenging the seemingly declining importance of creativity in advertising • Eaon's own agency, ArtScienceTechnology, and how it has evolved beyond advertising to help solve behavioural and communication problems in business. Three Quick Questions: • A business Book you recommend? - The Practice of Adaptive Leadership by Ronald Heirfetz, Marty Linsky and Alexander Grashow • Person to follow on social media or digital media? - Tom Goodwin @tomfgoodwin • One on one dinner with a living person? - Richard Dawkins (but Robert Trivers at the same time would be even better) To follow Eaon on twitter - @EaonP To find out more about ArtScienceTechnology or to contact Eoan, visit http://artsciencetechnology.com/