Sponsor content: Marketing is blighted by the Cobra Effect – and the way we measure campaign effectiveness creates the risk of unintended consequences, writes Richard Shotton.
It once was in fashion, but we’ve since lost our passion, for rhyming in ads, which makes us quite sad. Oh FFS, stop it. Ahem. Here is a great article by Richard Shotton and Alex Boyd about a lost marketing art form…
A simple psychological principle known as anchoring has resulted in some incredible sleight of hand tactics by brands – and as Richard Shotton and Amy Rushton show, the results are extraordinary.
Richard Shotton and Alex Boyd look at the history of charm pricing – and through a fascinating experiment debunk some common myths about one of retail’s longest-serving strategies.
Richard Shotton and Laura Maclean explore what impact mood has on the influence of advertising.
Appealing for help from a group is often hampered by a diffusion of responsibility, writes Richard Shotton. How do we change this way of thinking?
Brands must recognise that much of advertising’s impact comes from perceived waste, writes Zenith’s Richard Shotton.
Zenith’s Richard Shotton and Sophia McQueen reveal how run-of-the-mill products can be better enjoyed if we change the way we describe them
Napoleon’s Army saved many lives by only treating the more seriously wounded first. Here, Richard Shotton explains how the same principle could save millions of modern marketing pounds.
Richard Shotton journeys back in time to the Second World War, where he says brands could learn a thing or two about data…