Morning Keynote: Half of My Advertising is Working—The Trouble is I Don't Know Why


8:40 - 9:20am on Wednesday, March 28 2012 in Broadway Ballroom, 6th Floor

Half of My Advertising is Working—The Trouble is I Don't Know Why

Much of what passes for advertising science has its origins back in the 50s and 60s, when over two-thirds of advertising budgets were spent on packaged goods. These days, more than two-thirds of advertising budgets come from areas other than packaged goods, where the decision architecture is far more complex, i.e. switching broadband providers or buying home insurance. In this keynote, Rory Sutherland will argue why a new intellectual framework is required to engage consumers in order to develop a more accurate, real time understanding of our customers’ decision architecture.

Speaker:
Rory Sutherland – Vice Chairman, Ogilvy Group UK



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