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The importance of getting a reaction…Thomas Miles, Planning Director

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Continuing the theme from last week…

• Behavioural economics

• How & why people do things has led to interesting findings with implications for how communications should work

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Most people act first & think later

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“That brand really understand me”

Advertising methodology has been about how we relate to people – focusing increasingly on emotive insights

Predicated on the belief that most decisions are thought about

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2009 Effie Gold Winners – ‘all about doing’

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Current thinking

• Developing an emotive connection with audience before purchase is not of paramount importance

• Rational decision-making only occurs when choices are simplified

• Most decisions are not thought through• Behaviour is driven by channel as much

as attitudes – what’s happening in the moment

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A new way of looking at comms

Get someone to act

Feel

Think

Future intention

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How we get someone to

act

Make it easy

Make it fun

Make it necessary

Make it hard to ignore

Make it relevant

Make it timely

Make it intriguing

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What do we need people to do?

How are we going to do this?

So what’s the start point?

Start thinking about