- how relevant it is to our industry, how all of us are influenced by it and how it’s used in advertising.
Working in advertising you think you know all the tricks of the trade to make products and services more appealing to consumers. Evidently, we don’t – or certainly, I don’t – as I’ve been made more aware of just how much the unconscious brain affects our decision making.
It’s difficult to do them justice, so I’d suggest picking Ross’ brain or reading Richard’s book, however below are some key outtakes I took.
Richard Shotton, Head of Behavioural Science at MG OMD and Astroten will be speaking at our soldout Trendspotting event at The Union on 21 November.
Richard has worked in advertising for almost 20 years, starting as a planner working with big name brands before moving into research. He specialises in the practical application of beavioural science.
Richard's first book: The Choice Factory: 25 behavioural biases that influence what we buy, was published earlier this year.
You started your career as a media planner working on accounts such as Coke, Lexus, and comparethemarket before specialising in applying behavioural science to business problems. What inspired you to make the move?
"I can remember quite clearly the moment when I realised how useful behavioural science could be for marketers. While working as a media planner on the NHS Give Blood account in 2004 I stumbled across the story of Kitty Genovese.
Funded by the commercial TV companies in the UK, Thinkbox is the marketing body for commercial TV in all its forms and on every screen. Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.
Prior to Thinkbox, Lindsey had roles at advertising agencies including McCann Erickson and J Walter Thompson, working on some of the industry’s biggest clients and most famous TV-advertised brands.
Her other responsibilities include being the Non-Executive Director at Somethin’ Else, a Director of the British Arrows Awards, Trustee of the Rank Foundation, Fellow of the Marketing Society, member of MGGB and recent President of Women In Advertising and Communications.
Lindsey will be joining us at Inspiring Results on November 8 to discuss Profit Ability. For the first time, Profit Ability’ has quantified the total volume of profit generated by different forms of advertising in the UK, to show what each form delivers to the bottom line. In addition, Profit Ability also provides guidance on the likelihood of returns of different types media investments.
Lead and Disrupt wasn’t conceived as a “marketing book”, but marketing professionals looking to sharpen their strategic thinking will find lots to think about. It’s an enjoyable, thought provoking read filled with powerful examples that light up the key themes and topics.
A central thread is the rapidly declining average life expectancy of companies. How do large and previously successful companies blessed with talented staff and powerful resources, collapse so spectacularly. Why couldn’t international movie rental giants Blockbuster, hold off plucky innovators Netflix? Just how did Kodak fail to catch the wave of digital photography- even though they saw it coming in plenty of time? How could this happen? O’Reilly & Tushman observe the macro trend of disruption driven by innovative technologies and look closely at the failure of firms to respond effectively, quickly enough. Most of the disruptions described are proposition and customer centric and I think it is this aspect that will resonate first with the marketing community. At their heart, these are issues of marketing strategy. As Perter Drucker said, the rest is just detail!
Craig started his career in 1992 as a marketing graduate trainee at Thomson Holidays, leading to a role as a Product Manager. Craig joined Virgin in 1997, where he rose to become Sales and Marketing Director of Virgin Trains. He joined John Lewis in March 2008, where as Marketing Director he presided over an overhaul of the retailer’s customer and marketing strategies, helping to drive market-beating performance over multiple years.
He is probably best known for the high profile campaigns he has been behind, including Always A Woman, The Long Wait and Monty's Christmas. The brand has gone from strength to strength under his tenure, winning numerous awards including the Marketing Society’s Brand of the Year in 2010 & 2011, the IPA Effectiveness Grand Prix in 2012 and Cannes Lions Grand Prix in 2013, 2015 & 2016. In September 2015, Craig was promoted to the main Board at John Lewis, becoming Customer Director and taking on responsibility for customer experience alongside his marketing, insight, CSR and Internal Comms responsibilities.
Nike’s new Colin Kaepernick advert has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, but 39% feel more negative.