Last Friday we tried to put a bit more science into ScienceFiction and attended the Mumbrella MSIX 2017, marketing science conference.
To avoid any possible echo chamber, the conference was curated with a reasonably diverse line up of speakers ranging from neuroscientists to psychologists.
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There appears to be some in our industry who think that applying marketing science learnings to advertising will kill our ability to be creative.
But we think it's not a complicated or restrictive process.
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Every day, in advertising agencies across the world, a creative will sit down at their desk and look over a brief. On that brief there will be a range of areas covered off including objectives, audience, budget, considerations and (most importantly) the USP.
It’s a shame because largely the power of a USP is just a myth.
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We’ve just finished reading the latest book from Undercover Economist author, Tim Harford.
Messy takes a look at how people and businesses can become more creative and resilient in a tidy-minded world.
The book is an enlightening read that provides some wonderful insights on the surprising benefits of disorganisation, collaboration and improvisation.
Here are a few key takeouts for the marketing and advertising industries.
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