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Communication: Touchpoint Connectivity
Our ‘Connectivity’ approach involves digging deeper beyond media habits to understand consumer’s lives, category needs, media touch-points, motivations and mindsets. We mine for rich insights and...
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Communication: Copy testing
We uncover an ad’s power to connect with consumers – while studiously ignoring consumers’ attempts to connect the dots about ads. Everyone’s a critic. Who doesn’t have an opinion? When it comes to...
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Communication: Semiotic Audit
We use semiotics to decode your brand’s signals and understand what your brand and its competitors are really saying to consumers. It’s not just words that have meaning. We are surrounded by signs and...
View ArticleWorn Out on Wearout
Of the debates raging in the advertising and market research communities, one that continues to sizzle is figuring out the exact day, hour, minute and nanosecond when a TV commercial ceases to gain...
View ArticleThree Steps to Best Practice in Device Agnostic Tracking
We’ve been talking a lot about the ‘big bang of marketing’ and the need for tracking to respond to this new environment. A core element of our recently launched tracking offer, Activator, is drawing...
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The Right Way For Brands To Leverage ‘Event Television’ Now
How much did you enjoy Monday night’s Emmys? Did you watch? Seth Meyers brought in the ratings, but are brands really maximizing the opportunities presented by “event television” to really build...
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A Next Generation Approach to Brand Equity Tracking
Measuring and monitoring brand equity has become a required discipline for any global marketer. Brands are important and valuable assets to corporations, and there’s a business imperative to understand...
View ArticleActivator is Next Generation Tracking: A Manifesto
Today, we’re launching Activator. Activator is Next Generation Tracking, built for the way marketing works now. Let me explain. Marketing is in the midst of a big bang. The pace of change is frenetic,...
View ArticleIt’s what you do that counts
I was recently at a discussion about how marketing and brands need to develop when someone made a pretty startling comment, they said “the entire language of marketing is outdated.” That sounds exactly...
View ArticleUnderstanding Women: How Diageo learned to speak in ‘unisex’
51% of people in the world are women, but Baileys was the only brand in Diageo’s portfolio that recognised them as a consumer. It was time for a new perspective. Find out how we opened their eyes to...
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