We’re seeing a rise of fox-marketers within clients. They think and behave in certain ways that are quite different. While they are still the minority, they are a growing minority, and are starting to influence at all levels, in all categories.

Perhaps surprisingly, the area of ‘creative’ is a priority for fox marketers. Fox marketers are empirical, and they know that the compelling evidence strongly points to the ability for effective creative to drive real business growth.

While not all agencies will like or agree with the way fox marketers want to operate, the opportunity is to understand their thinking and behaviour and influence clients so they buy powerful creative.

How fox-clients think and behave

We'll outline the ways in which fox-marketers think and behave when it comes to creative development. And give strategies and tactics to help when planning creative and how to frame the work to get sold. This leans heavily into evidence and what it means for clients and how to deal with their requests.

For example, ‘memory’ will be the default discussion. How does the agency tackle this? How do they balance rational messaging, persuasion versus emotion? How best to get a fox client to buy into a higher risk strategy? How do you move them from focusing on the message to other more empirically-led evaluations such as liking or intensity of emotion? How do you sell in fame campaigns, given they have proven to be the most effective for growth?

Fame through cultural strategy

Fame campaigns have shown to be the most effective of all strategies, yet are used less frequently. They are essentially designed to get the brand talked about.

This section starts with the evidence and provides a framework for creatives to develop fame strategies through the lens of a cultural strategy. This is led by Doug Cameron, co-author of Cultural Strategy. Doug has used this successful framework for small and large brands across different markets for clients in various categories and has trained creatives and planners to use this thinking when looking for breakthrough fame.

About Doug Cameron
About Doug Cameron

Doug is founder of DCX Growth Accelerator, an advertising agency that focuses on growing brands and businesses by inserting them into the cultural dialogue, and drives social change. Previously he was Chief Strategy Officer and a Founding Partner of Amalgamated. Doug is co-author, with Doug Holt, of Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, a book that has recently been published by the Oxford University Press and has been described as one of the most important books on advertising and branding in the past ten years.

He began his career at Cliff Freeman & Partners, one of the most lauded creative shops of its time. He entered the world of marketing inadvertently: Travelling the world as a bagpiper, he was invited by David Ogilvy to perform at his French castle and Ogilvy insisted he take up advertising.

About Paul Dervan
About Paul Dervan

Most recently, I was with Indeed, the world’s largest job site and mobile app. Indeed has over 200 million visitors every month. I joined to start a Campaign Lab to create and test global marketing experiments, before taking responsibility for their global brand strategy, advertising and communications in America, Europe, Australia and Asia.

Previously, I was with PokerStars, the world’s largest online poker brand. I joined as their Creative Director for their Full Tilt brand, responsible for re-positioning and relaunching the brand as part of their brand portfolio, targeting new mobile audiences.

In 2012, I joined Telefonica’s new Digital Unit in London as Brand Director, working on youth brands in Ireland and Latin America. Prior to that, I was Head of Brand for O2 in Ireland during the brand’s most innovative marketing period, winning market share and defending our position in the market. During this time, I launched 48, a challenger youth brand.

I’m currently writing a new book, ‘Run with Foxes’ due to be published in 2019.

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Add to Calendar 2019-02-07 08:30:00 2019-02-07 11:00:00 Europe/Dublin Run with Foxes Fame through Cultural Strategy - an insight into how fox-clients think and behave. The Snug, Huckletree, Pearse Street, Dublin IAPI info@iapi.com

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Add to Calendar 2019-02-07 08:30:00 2019-02-07 11:00:00 Europe/Dublin Run with Foxes Fame through Cultural Strategy - an insight into how fox-clients think and behave. The Snug, Huckletree, Pearse Street, Dublin IAPI info@iapi.com

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