Marketers should think twice about their ad strategy before launching eco-friendly products, writes ZenithOptimedia’s Richard Shotton.

It might look like a counter-intuitive act, but the highest ‘pronking’ antelopes are the most successful – is the same true for advertisers,

How did the polls get it so wrong – and, given its reliance on data, should the media industry worry? We asked ZenithOptimedia’s research guru, Richard Shotton, to explain (spliced with some choice cuts from Twitter).

Social proof has been shown to influence consumers in so many different circumstances that marketers should consider using it within their messaging, says ZenithOptimedia’s Richard Shotton.

For marketers prepared to learn from the Middle Ages, the rewards could be plentiful, writes ZenithOptimedia’s Richard Shotton.

ZenithOptimedia’s Richard Shotton shares the results of a new survey which assesses the impact of different ad break lengths.

Data is invaluable to advertisers – but are we in danger of having too much? ZenithOptimedia’s Richard Shotton and Richard Clay use new research to find out.

ZenithOptimedia’s Richard Shotton explains why brands would do well to focus less on demographic targeting and more on specific life events.

Stick on your party hat as ZenithOptimedia’s Richard Shotton uses new research to quantify the impact of birthdays on spending.

In her attempt to scare the audience into action, Labour’s Harriet Harman will probably make matters worse, argues ZenithOptimedia’s Richard Shotton. Can brand managers learn from this ‘negative social proof’?