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Q&A with Adam Smith, Creative Director, The Gate

In his role as Creative Director, Adam is responsible for uniting strategy and creative at The Gate by steering, and overseeing impactful, media-neutral, problem-solving, responses to campaigns and branding challenges. He is frequently referenced in global publications and has won multiple awards for his work including; D&AD, Epica, The Drum, Campaign Magazine, Roses among others. Adam is also a trustee for a local children's mental health charity, and judges and mentors across Behance, Star Awards and IPA programmes whenever his schedule allows.   Joining Adam and Julian at Inspiring Presentations will be; Guy and Co's, Jenny Terris and Clare Willis, National Trust for Scotland.  You’ve worked with some brilliant brands. What has been your stand out favourite campaign to work on and why? Rather than executional work we like to look at every opportunity for ideas to make a difference; from the final execution to campaigns, brands, strategies, and products.
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There isn’t any B.S. in Behavioural Science

- how relevant it is to our industry, how all of us are influenced by it and how it’s used in advertising.  Working in advertising you think you know all the tricks of the trade to make products and services more appealing to consumers. Evidently, we don’t – or certainly, I don’t – as I’ve been made more aware of just how much the unconscious brain affects our decision making.  It’s difficult to do them justice, so I’d suggest picking Ross’ brain or reading Richard’s book, however below are some key outtakes I took.
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Q&A with Richard Shotton

Richard Shotton, Head of Behavioural Science at MG OMD and Astroten will be speaking at our soldout Trendspotting event at The Union on 21 November. Richard has worked in advertising for almost 20 years, starting as a planner working with big name brands before moving into research. He specialises in the practical application of beavioural science. Richard's first book: The Choice Factory: 25 behavioural biases that influence what we buy, was published earlier this year. You started your career as a media planner working on accounts such as Coke, Lexus, and comparethemarket before specialising in applying behavioural science to business problems. What inspired you to make the move? "I can remember quite clearly the moment when I realised how useful behavioural science could be for marketers. While working as a media planner on the NHS Give Blood account in 2004 I stumbled across the story of Kitty Genovese.
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Q&A with Lindsey Clay

Funded by the commercial TV companies in the UK, Thinkbox is the marketing body for commercial TV in all its forms and on every screen.  Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.  Prior to Thinkbox, Lindsey had roles at advertising agencies including McCann Erickson and J Walter Thompson, working on some of the industry’s biggest clients and most famous TV-advertised brands. Her other responsibilities include being the Non-Executive Director at Somethin’ Else, a Director of the British Arrows Awards, Trustee of the Rank Foundation, Fellow of the Marketing Society, member of MGGB and recent President of Women In Advertising and Communications. Lindsey will be joining us at Inspiring Results on November 8 to discuss Profit Ability.  For the first time, Profit Ability’ has quantified the total volume of profit generated by different forms of advertising in the UK, to show what each form delivers to the bottom line. In addition, Profit Ability also provides guidance on the likelihood of returns of different types media investments.
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Lead & Disrupt Book Review

Lead and Disrupt wasn’t conceived as a “marketing book”, but marketing professionals looking to sharpen their strategic thinking will find lots to think about. It’s an enjoyable, thought provoking read filled with powerful examples that light up the key themes and topics. A central thread is the rapidly declining average life expectancy of companies. How do large and previously successful companies blessed with talented staff and powerful resources, collapse so spectacularly. Why couldn’t international movie rental giants Blockbuster, hold off plucky innovators Netflix? Just how did Kodak fail to catch the wave of digital photography- even though they saw it coming in plenty of time? How could this happen? O’Reilly & Tushman observe the macro trend of disruption driven by innovative technologies and look closely at the failure of firms to respond effectively, quickly enough. Most of the disruptions described are proposition and customer centric and I think it is this aspect that will resonate first with the marketing community. At their heart, these are issues of marketing strategy. As Perter Drucker said, the rest is just detail!

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Join us for our fourth Industry Insights event of 2018.
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Editor's choice

Projecting ourselves

A few years ago, I was browsing round Foyles at lunchtime. Next to all the books, on the wall, was a map of the world. But something was funny about it, it was distorted. By Dave Trott..

Blog

Lessons from Hollywood

Like Steven Spielberg, when it comes to campaigns and content, we need to stay in the box and go back to basics. Writes Aimee Anderson..

Learning

Nike's Kaepernick Ad: Provocative PR, not purpose-led branding

Nike’s new Colin Kaepernick advert has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, but 39% feel more negative.

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