Category Archives: Communications

How crowd sourcing, neuroscience and behavioural economics are changing everything… or maybe not

TV is dead. The world is in Beta. It’s all about multi-screening. What’s our ‘social’ strategy? Crowd sourcing is the way forward. ‘Advertising’ is dead. The world of marketing and communications can’t get enough of Bright Shiny Baubles. Ours is … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Consumer insight, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 3 Comments

If you don’t ask, you’ll never know: the powerful inspiration for brand communications that marketing ignores

I’ve been reading ‘Creative Mischief’ by Dave Trott, a collection of observations, recollections and anecdotes that’s a treasure trove of basic truths about advertising and the creative process.  It’s insightful, inspiring and entertaining in equal measure. I was fortunate enough … Continue reading

Posted in Advertising, Communications, Consumer insight, Creative development, Marketing | Tagged , , , , | 4 Comments

A little thought goes a long way: how to use the most powerful tool in ad research

THIS IS THE TEXT OF THE PAPER PRESENTED TO THE 2012 WARC ADVERTISING RESEARCH CONFERENCE BY MYSELF AND STUART PETERS OF AVIVA Today, we’re going to talk about the most exciting and powerful technology yet discovered to help us explore how people … Continue reading

Posted in Advertising, Communications, Creative development, Market research, Qualitative research | Tagged , , , , | 6 Comments

The Devil is in the Details: why we must be obsessed with getting stimulus material right

A couple of weeks ago week I was dramatically reminded of how stimulus material can dictate whether a creative idea lives or dies in research.  It’s really scary to see how the difference between success and failure can be a … Continue reading

Posted in Advertising, Communications, Creative development, Market research | Tagged , , | 1 Comment

Our mission is to annoy

The effect of a business’s mission statement can be the opposite to that intended, creating cynicism and demotivation. We have all been there: the company’s office with its brave new mission statement proudly displayed on the reception wall; the departments … Continue reading

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