advertising

Measurement

I sat in a meeting, around five years ago, that changed my views about research entirely. Of course, I’m a creative, so my relationship with research has always been love-hate, but I’d always reluctantly assumed that data must be right. The meeting was a briefing for our biggest research company (one of the world’s biggest).Continue reading “Measurement”

Driving Backwards

It’s a truism that great advertising always starts with a great brief, but in practice I often wonder how true this really is. Great advertising actually almost always starts when the creative team understand the product and critically its audience, preferably by talking to them directly (or by being one of them). How often doesContinue reading “Driving Backwards”

Wavey Economics

Behavioural economics is a brave attempt to fill a gaping hole in our knowledge by providing a science of human behaviour. It is brilliant at post rationalising the things people actually do, and of course it is supported by credible research. So it must be true. What has always fascinated me about it, therefore, isContinue reading “Wavey Economics”