Blog Archive

November 2017

img_blog-post-thumb
30.11.2017

Fame, Feeling and Fluency: Predicting the Future of Ryanair

Budget airline Ryanair has a history of courting controversy and thumbing its nose at received branding wisdom. Founder Michael O’Leary’s business strategy has always been to go on the offensive, mock critics and brazen out problems, and he’s been highly successful. So Ryanair’s latest crisis – around the sudden cancellation of hundreds of flights this autumn and winter – hasn’t been accompanied by many predictions of doom.
Read more
img_blog-post-thumb
23.11.2017

Keeping the Focus Human - Morrisons and McDonald's

Festive feasts have always figured in Christmas advertising, of course. But with Christmas ads getting more media spotlight than ever, and with pressure to compete with the “big guns” like John Lewis and M&S, supermarkets and restaurants face a new dilemma. How do you showcase your festive food and also make your advertising emotional?
Read more
img_blog-post-thumb
17.11.2017

Consistency and Creativity - John Lewis' Juggling Act

The John Lewis Christmas ad may not top our charts every single year, but since we’ve been testing Christmas ads its seasonal blockbusters have only once slipped below the 3-Star boundary. This year is no exception - it's 2017 ad, Moz The Monster, scored 4-Stars in our ad test, indicating an ad set to achieve continued share growth for John Lewis
Read more
img_blog-post-thumb
15.11.2017

Why Brands Should Unwrap a Fluent Device for Christmas

This week saw the Christmas ad season kick into gear with our first 4-Star and 5-Star ads. One is a cheerful 30-second spot with a very basic storyline, the other is a high-budget storytelling epic starring a character loved by British kids for generations. Step forward, Toys’R’Us’ “Geoffrey The Part-Time Reindeer” (5-Star) and M&S’ “Paddington And The Christmas Stranger” (4-Star).
Read more
img_blog-post-thumb
09.11.2017

Lots of darts, same dartboard

Drawing even more heavily on the principles of behavioral science has led to some really intriguing research into answering this complex, though simply written, question: Knowing what we know now about behavioral science and System 1, what can we do? How are companies finding the Behavior Bullseye at the IIeX Behavior Conference?
Read more
img_blog-post-thumb
03.11.2017

UK Christmas Ad Season has Begun!

The UK Christmas Ad season began on November 1st, as Currys PC World released three ads showing off the best new tech in store this year. The theme is members of staff taking the items home to try them out – and landing in amusing situations because of it.
Read more
img_blog-post-thumb
03.11.2017

The System1 Guarantee : How? What? Why?

For as long as I have worked in this industry – both as a Marketing Leader and Ad Agency boss - there’s been a tension between creativity and the bottom line. The tools and channels change, but the arguments don’t. “Research ruins ideas!” “Awards are meaningless!” “Data makes us soulless number-crunchers!” “Social is self-indulgence!”
Read more