Did the strategic planner just kill the advertising agency?
It's time for the strategic planning profession to be redeployed, at the very least, to improve efficiency and creativity, writes the founder of Australian independent agency, Thinkerbell.
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Unobvious Observations: Cognitive fluency
Your consumers don't want to think if they don't have to, which is fine if they already know and love your brand. But what if you need to get their attention? Adam Ferrier explains the psychology of cognitive fluency and the impact for brands.
Unobvious Observations: The pratfall effect
Consider the impact that negative information or imperfections can have on desirability, writes Adam Ferrier.
Unobvious Observations: Psychology 101
Five psychological experiments every marketer should know.
Unobvious Observations: Motivation is overrated
Briefs all too often focus on building motivation, something that's frequently unnecessary or impossible, writes Adam Ferrier. But if they're not focusing on creating desire, what should marketers and their agencies be paying attention to?
Advertising: Harder than brain surgery or rocket science, and more important
In this latest installment of 'Unobvious Observations', Adam Ferrier proves he is a true believer in the power of advertising and wonders why its practitioners don't put serious effort into truly understanding the craft.
Two-speed evolution
Australian marketing is splitting into two distinct paths.
Unobvious Observations: Source amnesia
'Source amnesia’ is a relatively recent, and increasingly worrying phenomenon that’s spreading across the world, but is a particularly curious worry for adland.
Unobvious Observations: What advertising religion do you follow?
New columnist Adam Ferrier kicks off his 'Unobvious Observations' by asking whether you ascribe to advertising as an art, a science or a sport.