British companies take bigger chances with their advertising and trust consumers to understand marketing messages more than their American counterparts do, a US expert has claimed.
Chuck Porter, the chairman of Miami-based advertising firm Crispin Porter + Bogusky said: "I think in the UK, advertisers are much less risk averse, I think they're much more daring.
"I think that they give the audience much more credit than we do for being smart and for getting it."
Mr Porter, speaking at a US forum of advertising executives, cited work done by tobacco companies and the British automotive industry.
"I think a lot of car advertising in the UK is a little more entertaining, more engaging than most car advertising in the US," he said.
"I think one of the biggest problems US advertisers have had is underestimating the audience, what they could understand and what would work for them," Porter added.
His firm was named 2004 agency of the year by trade journals Advertising Age and Creativity.