Douglas Van Praet argues that while decision making is governed by our emotions, brands should still provide people with a logical lifeline (but they should steer clear of research that lets the post-rationalizing tail wag the emotional dog).
Harlan Kennedy of Venables Bell & Partners’ customer experience unit, vbp orange, argues that every agency ought to be an experience expert.
Douglas Van Praet discusses the importance of emotion in decision making (and everything else) and how his agency’s blockbuster "The Force" may not have made it through the traditional research process.
The Lookinglass’s Charles Day talks about what, beyond a paycheck, companies can offer to attract and motivate creative talent.
Douglas Van Praet argues marketers should focus less on conquest and more on unleashing the imagination of creators and customers.
Deutsch’s Douglas Van Praet discusses how focus-group feedback, and the whole notion of the consumer, are misguided and how research should focus on understanding the unconscious and improving human lives.
Most marketers recognize the growing importance of content marketing, but fewer have a plan for doing it. 360i’s Rosie Siman offers up a few ways to start.
If you think consumers are telling you what they want in traditional research, you’re wrong. Deutsch’s Douglas Van Praet argues that marketers must look to unconscious behavior for real creative breakthroughs.
You’ve heard it here before: Ad agencies should be concerned with "making stuff." But, Y&R’s Rick Liebling argues, agencies first need to master a new way of thinking about big ideas.
From the strategy files: Ana Andjelic looks at loyalty programs through the lens of decision-making, business design, and experience design and suggests a new way of reconciling human irrationality outside of the usual emotion-driven marketing context.