The Reception


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Rees-Mogg and brexit

Politicians – like brand marketers – have one basic task: to persuade us to prefer their offer over all the alternatives. Its surprising, then, how little understanding most politicians show about how human decision-making (and therefore political – or brand – preference) actually works. Since Daniel Kahneman’s Nobel prize-winning work in 2002 the worlds of neuroscience and behavioral economics have shown us conclusively how almost all decision-making is done by our subconscious ‘System 1’ brains acting largely on emotional, intuitive factors. The key to securing preference is to develop propositions (or political platforms) that connect powerfully with the high-level emotions that positively motivate us in any given situation. Given a choice between an inspiring promise of what might be achieved, and a worthy-but-dull explanation of the pros and cons of a detailed policy platform we are hard-wired to connect with – and vote for – the emotionally-inspiring alternative. 

Learnings from AdWeek 2019

Vertical Visionaries: Brands and Publishers on snapchat I tend to open snapchat once or twice a year, and one of those occasions is usually after I have been to a snapchat session at Ad Week. It’s not my favourite social media channel, I don’t really get it, and I suspect that is why it is so popular with people significantly younger than me. Not me specifically, but my generation aren’t there in large numbers. What is interesting though, is exactly how the platform changes between my infrequent visits, there’s some really carefully considered professional content from brands, and it’s a place that seem to reward thoughtfully produced and authentic engagement. In fact, the numbers are staggering. Vice has 35m engagements a month, 3.5million a day, in 4 languages over 6 international markets. They’ve achieved this in part by taking some of their existing content, that suited to vertical video and shorter formats, and repurposing it for snapchat.

Tackling Taboos at AdWeek

Amidst the action of Advertising Week Europe’s second day, our Chief Exec Gemma Greaves took part in two thought-provoking sessions. The Marketing Society’s Global Communications Executive, Natasha Randhawa, reports. The World is Diverse, so why isn’t your Advertising? Moderated by Microsoft’s Head of UK Marketing, Tina Aird, Tuesday’s panel gathered together a varied cast (a mix of genders, sexualities and physical abilities alike) to talk diversity. Inclusion should start internally, said LinkedIn’s Joshua Graff, whilst all agreed with Gemma that as marketers, we have the skills, the platform and the responsibility to lead towards a more inclusive culture. On that note, here are a few practical learnings we could all implement in our offices today: ‘We have a diversity and inclusion agenda where we are pitching different agendas against each other – sexuality vs gender – instead of talking about them all. This “Pick n Mix” inclusion needs to stop.” – Caroline Casey, Founder, Valuable

Workplace happiness matters

What do you want to be when you grow up?  Something many children are asked and many endlessly ponder.  An astronaut? A Rockstar? An athlete?  Most children will choose a job or a career based on the levels of wealth and fame it creates.  If only they would take as much interest in how happy they can be in a job when deciding on what they want to be when they grow up. Indeed industries and jobs should have recognised happiness scores.  Happiness shouldn’t be viewed as a ‘touchy-feely’ topic.  Quite the opposite.  It has tangible benefits and particularly for a business’ bottom line.  An engaged and happy workforce drive levels of productivity.  Research shows that companies with the most engaged work forces have productivity that is 20% higher, profits that are 20% higher, a lower sick absence and a lower staff turnover.

Q&A with Edward Ball

Edward is the managing director of Jellyfish across EMEA and is responsible for the continued growth and development of the Jellyfish agencies within the region. Edward joined the business as Global SEO and Social Director in 2012, following the Jellyfish group acquiring digital agency Weedoo, which he co-founded with Nick Fettiplace in 2007, after a career in experiential marketing. What’s your golden rule? You are only as good as the people around you. Who has been your biggest influence? I’ve been lucky enough to meet and work with some very talented and successful people who have directly impacted my thoughts and actions in different areas of life. For me however the biggest influence is not so much who but what. The rapid pace of industrial change has undoubtedly been my biggest influence as it brings huge opportunity to create and deliver something new every day. What is your most hated business expression? “Let’s take it offline” - Enough said. How can marketers be braver?

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