Posted: 03rd June 2008
When Belief Trumps Reason Can it Still be Research?
For the last four years we have spent big money and countless hours in the search for engagement. Every major advertiser has asked how their messages might be made more engaging, as if engagement was a magic mouthwash formulated for advertising.
Posted: 20th February 2007
Time flies and with it certainty. Or to make it personal, the older you get the less you know for sure.
In physics the wandering progression has been from Newton's Laws, which we sort of understand, to String Theory which we probably never will. In advertising we've gone from a process-model of simple measurements (reach, frequency, impact, sales) to a consumer-centric
