adam ferrier

Jun 5, 2017

Why on earth would you name your agency 'Thinkerbell'?

The just-launched Melbourne agency claims to blend science and creativity because the "Trust me, I'm a creative" approach just doesn't cut it anymore.

Aug 17, 2015

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?

Jun 16, 2015

Unobvious Observations: The pratfall effect

Consider the impact that negative information or imperfections can have on desirability, writes Adam Ferrier.

May 13, 2015

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.

Feb 18, 2015

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.

Sep 15, 2013

Drive action before emotional connection: Adam Ferrier

SPIKES ASIA 2013 - In his presentation this afternoon, Adam Ferrier, head of behavioural science at Naked Communications, argued that over-emphasis on creativity at traditional advertising agencies risks stifling the potential of campaigns to effect real behavioural change among consumers.