NEWS

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the...

The U.S. Normality Index Normality has reached it’s highest point since tracking commenced, now at 72%.  However, the imminent election is evidently having the greatest influence over Americans’ perceptions of normality, with Confidence in the U.S. Government emerging as the top driver of normality. It begs...

Central to the conversion funnel thesis is that marketing communication moves the consumer from their initially disengaged state through to deliberation and conversion. At the top of the funnel is brand-building which may comprise of emotional elicitation and non-price, quality reasons to believe. At the...

Some advertising executives have recently become interested in the academic literature.  These advertising scholars have been citing studies that have found that advertising during a recession is potentially good for business.  The basis for their argument is that as your competitors withdraw their advertising and...

As political advertising ramps up in the lead to the November election, it is time for brands that are committed to effective advertising, to rethink their media strategy.Brand-safety does not just relate to the kind of extreme material involved in the YouTube brand-safety scandal of...