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Advertising is facing an uncertain future, one steadily eroded by the cost-cutting activities of procurement. This is because procurement places little value on the unfulfilled promises of creative agencies, that the next campaign will deliver growth. Creative agencies need to find a new way to demonstrate...

The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research. Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and...

For decades creative agencies and marketers have believed that whilst competitors can replicate rational product benefits, but emotion based brand positioning can enduringly continue to differentiate. Coupled with this is the contemporary assertion that all behaviour has emotions as its catalyst. In this article, Ken shares...

Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend. Forethought CEO, Ken Roberts looks to...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See what impact our respondents believe marketing science has on advertising content and message now (February 2016), and in the foreseeable future. Insights University 2016 Survey Results...

At Insights University 2016, we conducted a short survey to explore opinions held by marketing leaders on eminent industry trends. See how respondents expect the managerial importance of NPS to change from now (February 2016), to the foreseeable future. Insights University 2016 Survey Results Part 2         ...

This paper addresses the repositioning of Kmart Australia in 2011. It shows how by calibrating emotional as well as cognitive reactions and estimating their impact on purchase intentions, Kmart was able to focus its communications, improving market share. Practice Prize Paper—Incorporating Emotions into Evaluation and Choice...

Can the Net Promoter Score (NPS) which is based on advocacy predict a company’s success or do we need a more complex measure? The management folly of adopting the Net Promoter Score as the ‘one measure’ and why value-for-money provides greater insight. Value Speaks Louder Than...