News
March 25, 2021
There is a direct relationship between the complexity of a buyer’s behavior, as they travel through the sales funnel, and the number of online shopping options that currently exist for each product category. In this environment, buyers make decisions in a rather messy and increasingly complex way.
We know, for example, that what happens between the end point of the process (purchase trigger) and the process of deciding to purchase is not linear. Also that there is a complex network of contact points with possible options that vary from person to person. However, what is less clear to us is how buyers process all the investigated information and the criteria that ultimately validate the final purchase.
Consumer access to media and information has led to the growth of important influences that do not fit within the traditional approach to brand marketing. This has great implications for brands large and small, since it is possible that because they do not understand the change that is taking place in consumption patterns, their marketing initiatives do not have the ROI that they could potentially have.
Of course, figuring out what consumers think and how they behave is not a new Idea. It is an aspiration that has always been at the heart of marketing. But, as we are about to discover, the context in which marketers try to achieve this goal has changed dramatically.
March 24, 2021
Some people believe that advertising creativity and science are like oil and water. It’s understandable – after all, if creativity is a scientific process, then one would have to believe that equations instead of people would formulate every song, every work of art, and every photograph.
As big data becomes a more significant part of the conversation around advertising, many in the industry have voiced concern that it will come at the sacrifice of amazing creative. But what we’re all learning is that data can unlock the full potential of creative.
March 19, 2021
There are numerous past joys that we’ve had to give up in our socially estranged present, but for many, the foremost of them is the thrill of being part of a live music crowd.
Director brothers Gabriel and Sergio Twardowski are intimately familiar with having accompanied and captured Brazilian DJ Alok’s sets around the world over the past four years. Confined indoors due to Brazil’s coronavirus lockdown measures, the brothers set themselves the gigantic task of excavating 30 terabytes of material to create an engaging stop-motion video as a gift for Alok and fans of concerts at Alok Memories.
The aesthetics present for the video caught our attention, since it is a video made with “stop motion” but in a very traditional way that achieves very attractive results, perfectly applicable to other concepts.
4 months of research on 30TB of materials (900 hours of images) – 660+ prints – 6 days of stopmotion
March 18, 2021
The digital revolution of the last decade has unleashed creativity and talent in an unprecedented way, with unlimited opportunities.
But does democratized culture mean better art or is true talent instead drowned out? This is the question addressed by PressPausePlay, a documentary film containing interviews with some of the world's most influential creators of the digital era.
We invite you to see the documentary .... click below to see it!
March 16, 2021
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period (operational expenditure or OPEX).
The idea of measuring the market's response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.
The purpose of ROMI is to measure the degree to which spending on marketing contributes to profits. Marketers are under more and more pressure to "show a return" on their activities.
March 16, 2021
In the early 1990s, Patrick Dufour thought of an invention: coloured shaving foam/cream, orange, yellow, green, purple, etc...Patrick eventually registered this idea in 2008 with the B.O.I.P (Benelux Office for Intellectual Property). Patrick recently discovered that a similar product, but somewhat different was created in 2013. That´s why Patrick thought that it was high time to publicly expose his versión.
And now Patrick has a very special challenge for all designers. Normally, a product attracts publicity. Patrick tries the opposite: advertising that leads to the real creation of the imagined virtual object. How? By summoning the designers to make their proposals and obtain in Behance publicity making the designs public (through appreciations) estimates that a company in the field will end up seeing this product, and interested in its potential, will manufacture it. So, a utopia? Many projects started with a utopia in mind.
Here what the Behance platform designers was do.
March 15, 2021
Digital advertisers around the world are enthusiastically embracing social media ads in the digital age.
With the changes in behavior and the increase in the use of the internet that the pandemic has meant even more.
But users often say that they are overwhelming, repetitive and irrelevant (this is the worst, we still do not understand the power of micro-segmentation).
Is there anything advertisers can do in their advertising design to improve the consumer experience?
March 12, 2021
Cai Guo-Qiang is a Chinese artist who currently lives and works in New York City.
Cai Guo-Qiang's practice draws on a wide variety of symbols, narratives, traditions and materials such as fengshui, Chinese medicine, shanshui paintings, science, flora and fauna, portraiture, and fireworks. Much of his work draws on Maoist/Socialist concepts for content, especially his gunpowder drawings which strongly reflect Mao Zedong's tenet "destroy nothing, create nothing." Cai has said: “In some sense, Mao Zedong influenced all artists from our generation with his utopian romance and sentiment." Cai’s importance when considered on the parallel history of Chinese contemporary art is "critical," as he was among the first artists to contribute to discussions of Chinese art, however geographically dispersed, as a viable intellectual narrative with its own historical context and theoretical framework.
March 10, 2021
While the debate will continue around businesses’ expectations of virtual reality's potential vs. the realities of consumer adoption, VR has gone ahead and found a growing number of ways to make business and industry more efficient, more effective and better connected to its customers. And not always in the most obvious ways. Take VR retail as an example...