The inaugural Campaign Underground ‘anti-conference’ event, held in London in 2017, drew a sell-out crowd to enjoy the unique mix of high-profile speakers and offbeat fun and games. The theme for the evening was ‘Applied Manipulation: How to see through the smoke and mirrors and actually use behavioural science’. Helen Edwards’ 10-minute slot explored the significance of the ‘negative self’ – and showed why it’s even more important to understand what customers don’t want, than what they do.
Why it is more important to understand what people don’t want, than what they do.
APG ‘Battle of Big thinking’
The APG’s ‘Battle of Big Thinking’ format isn’t like your average industry talk. For each marketing sub-discipline, three speakers are given 15 minutes each to impress a super-smart audience of agency planners and marketers with voting machines in their hands. At the end of the three presentations, with the speakers still on stage, the audience winner for that round is declared.
In the inaugural BoBT, in 2006, Passionbrand prevailed in its ‘branding’ round against presentations from M&C Saatchi and Interbrand, with a talk entitled ‘Infrequently Asked Questions’. Five years on, the APG, along with their event partner Campaign, raised the stakes and pitted previous winners against one another in the so-called ‘Clash of the Titans.’ Flanked this time by BBH and WCRS, Passionbrand again prevailed with ‘Dirty lessons learned the hard way.’
The questions marketers should always ask….but hardly ever do.
Why agency brilliance means nothing without a firm grasp of client practicalities.