DDB Australia has released details of its new thinking to create ‘unreasonable growth’ for brands and business.
Unveiled to a dinner attended by B&T at its Sydney office on Thursday night, the thinking is significant because it challenges the long-standing business premise that growth is anchored to a consumer who makes reasonable and logical decisions to advance their lifestyle.
Pioneered by DDB Australia and New Zealand, the thinking is based on the power of unchanging human emotions in a rapidly changing modern world. The central thesis is that we are now, more than ever, living in an “age of unreason”.
“The most urgent conversation in business today is growth. Yet we are living in a low to no growth world,” said DDB Australia’s managing director of strategy and innovation, Leif Stromnes.
“The problem for business today is that we are clinging on to old theories. The old theory that marketing and advertising succeeds because people are reasonable is just not true. In fact, we now know that people are highly unreasonable,” he said.
Stromnes said the evidence of unreasonableness and its centrality to the human condition had been slowly growing prior to this century, however in the last few years the unreasonable snowball has begun to gather momentum.
“Les Binet and Peter Field have done a vast amount of work analysing the world’s largest database of empirical evidence, the IPA Datamine, for how advertising works and arrived at the startling conclusion that fame and feelings work much harder for business than rational persuasion. This corroborates the work of Feldwick and Heath on low involvement processing,” Stromnes said.
“Byron Sharp, building on the groundbreaking work of Professor Andrew Ehrenburg from way back in the 1960s, has published his seminal work “How Brands Grow” which provides further scientific evidence of the power of the emotional, often unthinking human.”
“Daniel Kahneman has spent a lifetime proving that people’s brains operate on two quite distinct tracks, and the big takeout is that our rational brain is subordinate to our emotions. Along with Antonio Damasio, Richard Thaler and others he has blown up the Cartesian myth that we are reasonable beings,” he said.
There used to be three golden rules to grow your business – 1. Win Your Category, 2. Win The Mind of Your Consumer, and 3. Win Today.
Instead, DDB Australia proposes three new rules – 1. Culture Dwarfs Category, 2. Feelings Conquer Thinking, and 3. Long Term Beats Short Term.
DDB Australia CEO Andrew Little said this represents a paradigm shift in theories of business management.
“All the evidence suggests that behaving in a reasonable, rational fashion is possibly the most dangerous thing a business can do,” Little said.
“Unreasonable growth – real, tangible, exponential growth – rarely comes from acting reasonably.”
“We believe that breakthrough growth is possible using our simple, measurable and actionable approach. We’ve invested more than $1 million into the thinking and tools,” he said.
DDB Sydney managing director Nicole Taylor said DDB has been rolling this thinking out with multiple clients, including Expedia, McDonald’s and Volkswagen, with huge success.
“DDB is at the forefront of creative that’s about feeling not thinking; culture, not categories; and the long term, not the urgent,” Taylor said.
“And we’re already having success – creating unreasonable growth in an age of unreason,” she said.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.