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.
Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]
Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]
Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]
The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]
Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]
As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media. She […]
Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]
A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]
Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]
“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]
oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]
New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]