Panel Debate – “Head, Heart or Herd”

Posted on 6 October 2010 by APGhq

Science and consumer thinking evolve. New models emerge explaining how and why consumers do the things they do, and new techniques arise to better understand them. But there’s still no real consensus: if anything, there are more views than ever as to what makes us all tick.

We assembled a panel to discuss the ins and out of the various ways to understand consumers:

John Kearon – Chief Juicer at Brainjuicer
Gemma Calvert – Founder of Neurosense
Mark Earls – Herdmeister
Rory Sutherland – IPA President
Nick Southgate – IPA Behavioural Economics consultant

Head, Heart or Herd: How best to understand the consumer, Part 1 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 2 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 3 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 4 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 5 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 6 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 7 from accountplanninggroup on Vimeo.

Head, Heart or Herd: How best to understand the consumer, Part 8 from accountplanninggroup on Vimeo.

Incoming search terms:

apg giles fraser (1)
gemma calvert john (1)
nick southgate behavioural economics contact details (1)
rory sutherland nick southgate (1)

Rob Clark – “Growing Global Entertainment Brands”

Posted on 22 September 2010 by APGhq

Some of the biggest international brands today aren’t found on the shelves of our local Sainsbury’s, nor can they be ordered at the click of a mouse. Instead, the brands that are creating column inches and that elusive word-of-mouth are to be found in the world of entertainment. But how does managing a global entertainment brand compare with managing an fmcg brand?

Rob Clark is President of Worldwide Entertainment for Fremantle. He’s responsible for spotting, nurturing and managing global entertainment brands – and the talent within them – across more than 150 markets worldwide.

As the fourth series of ‘Britain’s got Talent’ entered its final stages, Rob talked about how the show became the global phenomenon it is today; and how it would never have taken off had the team not taken a step back and identified what was truly at the heart of this brand.

He also explained how understanding the similarity between the role of ‘Family Feud’ and that of Horlicks in a recession helped re-launch the show. And why the next big brand in entertainment can be as surprising as crushed fruit in a bottle.

Incoming search terms:

entertainment brands (4)
top global entertainment brands (2)
global entertainment brand (1)
global entertainment brands (1)
top global entertainment groups (1)

Professor Gemma Calvert – “Neuroscience”

Posted on 15 September 2010 by APGhq

As we understand more about how human beings really work, old ways of thinking are challenged and new models and methods to understand consumers emerge. Neuroscience is a field which has produced such leaps in understanding over the past decade – yet at the same time has led to heated debate amongst advertising and marketing practitioners. But how much do you really know about developments in neuroscience?

Gemma Calvert has a unique career blending an academic background in Psychology and Brain Imagery with years spent in the marketing industry. She has over 15 years experience in the commercial application of modern brain imaging methods for marketing and manufacturing, and set up her company Neurosense in 1999.

Gemma talked to the APG about the theory and application of neuroscience, particularly in the area of brands and marketing, and helped us get up to speed with the latest learnings and developments.