First revealed last month, our fascinating new piece of research focuses on the principle of media signalling, which suggests that the perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.
The media channels you select can impact the brand message your audience receives, and in Signalling Success, we set out to showcase how these signals differ between advertising channels and how they can be used to optimum effect for brands.
Watch the full presentation from house51 - who conducted the research - as well as invaluable insights from behavioural scientist and author Richard Shotton as well as a lively panel session, including Rory Sutherland and Abba Newbery.
Costly signalling: a behavioural science perspective
Richard Shotton, behavioural scientist and author, provided an introduction to the concept of signalling, and delved into the Stanford University experiment that first triggered interest in the area.
Ian Murray and Catherine Heaney, co-founders of house51, presented the comprehensive findings from Signalling Success and outlined the implications for advertisers
Expert advice and debate on the findings of the research from industry leaders including Rory Sutherland, Vice Chairman, Ogilvy and Abba Newbery, Chief Marketing Officer, Habito. Hosted by Matt Hill, Research and Planning Director, Thinkbox.
About our speakers
Richard Shotton, Behavioural scientist and author
Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising. The Choice Factory topped a global poll organised by ad agency BBH to find the best book ever written on advertising.
Richard started his career as a media planner 20 years ago, working on accounts such as Coca-Cola, Lexus and Comparethemarket.com, before founding Astroten, a consultancy specialising in applying behavioural science to business problems.
Ian Murray and Catherine Heaney, Co-founders, house51
House51 is an award winning research and strategy collective based in Glasgow and London. Taking a cross-cultural perspective, Ian and Catherine conduct domestic and international research focusing on understanding people, not 'consumers'.
Applying the latest thinking from the behavioural and social sciences, they have worked with a wide range of media clients including LinkedIn, Global, Newsworks, ESI Media and previously collaborated with Thinkbox on ‘Get with the programs: the guide to TV partnerships’ in 2017.
Rory Sutherland, Vice Chairman, Ogilvy UK
Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioural science practice within the agency.
He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make.
Previously, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired.
He is the author of two books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy: The Surprising Power of Ideas That Don't Make Sense.
Abba Newbery, Chief Marketing Officer, Habito
Abba is the Chief Marketing Office at the FinTech start up Habito, a free online mortgage broker. Prior to Habito, Abba worked as Director of Strategy at News UK, pioneering the moves towards digital content. She has worked in marketing throughout her career, at McCann and Carat and has supported both Google and YouTube on developing their accelerator programmes.
Matt Hill, Research and Planning Director, Thinkbox
Prior to joining Thinkbox in 2015 Matt worked at Channel 5, heading up their Planning & Insight team and representing the broadcaster at the BARB board. Prior to Channel 5 he had roles at Virgin Media and Attentional.
Recent Thinkbox research studies include award winning 'Demand Generation' which lead to the creation of the Demand Generator - an online planning tool, powered by £1.4Bn of econometric analysis and 'The Age of Television' which untangles the role video plays in our lives and the need states which define our video viewing habits.