Who or what is influential? Is it your girlfriend or boyfriend? Is it the News at Ten? Or is it Donald Trump when he’s tweeting in the small hours of the morning? At Mindshare, it’s our job to understand the mechanics of influence on human behaviour, wherever it appears along the fault lines of technology and humanity. Unfortunately, “influence”...
You’re standing in a room. You’re told that if you’re between the ages of 18 to 24 to stand up, take a look around and then sit back down. Next up, if you’re between 25 to 30, you get to your feet. If you take another look, is this group different to the first? It is, isn’t it? But equally, no two people are the same.
If you’re buying a product from an influencer because they have created an authentic, well targeted and interesting post that you enjoyed and engaged with – does it matter if that influencer isn’t real?
A common theme in advertising at the moment is the breakdown in trust between consumers and brands. Our Huddle session this year set out to understand what psychologists and researchers know about trust and whether their research shines any light on how brands might restore that trust.
Star Wars, Harry Potter, the Avengers, Fast & Furious, Toy Story... These are what box office dreams are made of. Film franchises are the magical ingredient that secure record-breaking box office figures. They have both shifted and defined cultural trends and remain highly anticipated by hardcore fans.
The Telegraph’s Huddle session, ‘Deep Fake: The ultimate test of your trust’, looked at the power of fake news, and how it can be distributed online. Have a go at their interactive video quiz to see which sounds more like Trump: actor or algorithm!
There are many theories about how advertising works, but essentially they boil down to one simple principle: advertising is there to introduce people to brands, so that when they come to buy in a particular category, they remember your brand.
Channel Mum founder, Siobhan Freegard, OBE, is the UK’s original parenting influencer, and was joined by a stellar expert panel to discuss whether influencers are now a vital and authentic grass-roots link to consumer spend – or simply overpaid amateurs who lack the longevity and trust to be an essential marketing tool.
Grazia’s Digital Director Rebecca Holman, and Journalist, Campaigner and Editor Vicky Spratt, along with Danielle Wootton, Head of Marketing, discuss the influence of brands taking action for social good.
#IAMWHOLE was created in 2016 in response to a brief from NHS Brighton and Hove, with the objective of increasing awareness of their mental health services and breaking down stigma, so that young people could feel more empowered to ask for help when they need it.