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.
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?
Consider the impact that negative information or imperfections can have on desirability, writes Adam Ferrier.
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.
New columnist Adam Ferrier kicks off his 'Unobvious Observations' by asking whether you ascribe to advertising as an art, a science or a sport.
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.
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