0
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISING
 “DUH” SCIENCE
HARNESSING THE POWER OF SCIENCE TO PROVE STUFF WE KIND OF KNEW...
TBWA
AGENDASTANDING ON THE SHOULDERS OF GIANTS
Tuesday, 15 April 14
TBWA
COMPANIES USED TO TRUST US AS GUARDIANS OF THEIR BRANDS
Tuesday, 15 April 14
TBWA
WE ARE WIRED FOR SELF-DECEPTION
 There’s always a difference between owner-run
businesses, where the decision maker i...
TBWA
TODAY, THINGS HAVE CHANGED
 Most CEOs believe we live in “marketing la-la-
land”
Tuesday, 15 April 14
TBWA
BUSINESS IS ALL ABOUT THE SPREADSHEET
 If something comes out of a
spreadsheet, it’s an easy
decision to defend
 No o...
TBWA
THE RISE OF SPREADSHEET THINKING
 Business prioritises objective, rational, economic
value over psychological, intang...
TBWA
ART VS SCIENCE
There’s the rational, logical stuff of
business...
...and then there’s the fluffy, creative,
intuitive...
We know there’s
more to
persuasion than
information and
logic...
Tuesday, 15 April 14
TBWA
HUMAN DECISION-MAKING IS FAR FROM RATIONAL
Branded paracetamol reduces pain more effectively... ...than non-branded p...
TBWA
OUR EXPERIENCE OF PRODUCTS IS FAR FROM RATIONAL
This tastes like
chocolate
So does this [even
when it’s vanilla with
...
...but we’ve never
been able to
codify this stuff
We’re playing a
game without
really knowing
the rules
Tuesday, 15 April ...
Enter neuroscience
The communications industry is flooded with
experts, each spruking their own take on
“neuromarketing”.....
But, beware
“neuro-bunk”
Even the scientists don’t really know
what’s going on yet
The amygdala - a part of the brain
that...
TBWA
Tuesday, 15 April 14
So far, science
isn’t telling us
much that
Bernbach didn’t
know in the 50’s
It’s actually backing up what
we’ve always int...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISING
“They [scientists] have to prove the obvious — and prove it again and again
—...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISING
“They [scientists] have to prove the obvious — and prove it again and again
—...
TBWA
THERE’S A LOT GOING ON IN OUR MINDS THAT WE’RE NOT AWARE OF
Freud popularised the
psychological distinction
between t...
TBWA
MOST OF THE BUSINESS OF LIFE HAPPENS QUITE UNCONSCIOUSLY
Conscious mind [5%]
Unconscious mind [95%]
Drives almost all...
TBWA
WE LIVE IN A DELUSION
 We think the conscious mind is everything
because it’s the voice in our heads
Tuesday, 15 Apri...
TBWA
WE CREATE BELIEVABLE STORIES TO RATIONALISE WHY WE DO WHAT WE DO
Tuesday, 15 April 14
TBWA
RESEARCH ASKS PEOPLE TO REVEAL INSIGHTS THEY THEMSELVES DON’T KNOW
Tuesday, 15 April 14
TBWA
THIS IS WHERE THE OPPORTUNITY LIES FOR MARKETERS
“In each of us there is another
whom we don’t know”
- Carl Jung
Tues...
TBWA
OUR MODERN SKULLS HOUSE STONE-AGE MINDS
3. Neocortex [the
rational mind]
The voice in our head
that weighs up options...
2. Limbic system [the
emotional brain]
Controls our emotions
and memories
Limbic system
assigns value to
things by
attachi...
Our brain values
feelings more
than logicHippocampus
The hippocampus
recognises the
product as coke
from its shape,
colour...
TBWA
DAMASIO’S DISCOVERY
 Damasio recalls a patient that damaged the part of his brain
responsible for emotions...and beca...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISINGDUH
 Emotions drive our decision-making
 We make decisions primarily on emotio...
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
Tuesday, 15 April 14
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
Fast, instinctive, emotional,
unconscious thinking
SYSTE...
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
SYSTEM 1
Slower, more
deliberate, reflective,
logical th...
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
The emotional part of your
brain has a LOT more
bandwidt...
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
SYSTEM 1
10,999,9960 BIT
The logical part has less bandw...
TBWA
DANIEL KAHNEMAN  THERE ARE TWO MODES OF THOUGHT IN THE BRAIN
SYSTEM 1
10,999,9960 BIT SYSTEM
2
40 BIT
Filter, feel an...
TBWA
SO BASICALLY...
Tuesday, 15 April 14
TBWA
OUR BIGGEST CHALLENGE: OVERCOMING HOMER’S INDIFFERENCE
 It’s System 1 that shapes and interprets
the way we perceive ...
TBWA
EVOKE AN EMOTIONAL RESPONSE
“Just
move me
dude” - Dan Weiden
Tuesday, 15 April 14
TBWA
UNEARTH AND TAP INTO GENUINE TRUTHS AND TENSIONS
Cultural truth: beauty today is manufactured.
Dove believes in real ...
“STOP
INTERRUPTING
WHAT PEOPLE
ARE INTERESTED
IN AND BE WHAT
PEOPLE ARE
INTERESTED IN”
- LEE CLOW
BE PART OF WHAT INTEREST...
TBWA
WRITING ADS FOR SYSTEM 1
Samsung: Product, tech, features, specs,
specs and more specs
Apple: A story about peoples’ ...
TBWA
HOW PEOPLE CONSUME ADVERTISING
Tuesday, 15 April 14
TBWA
HOW PEOPLE CONSUME ADVERTISING  PROBABLY MORE LIKE THIS
 Half-closed eyes
 Half paying attention
 Less-than-half-cari...
TBWA
WRITING ADS FOR SYSTEM 1  IMPLICIT COMMUNICATION
 Most advertising works on an implicit,
subconscious level
 Ads crea...
TBWA
WRITING ADS FOR SYSTEM 1  SONY BRAVIA
Associations
 Spectacular
 Vivid colours
 Mesmerising
Implicit out-take
 Simply...
TBWA
WRITING ADS FOR SYSTEM 1  SONY BRAVIA
Associations
 Spectacular
 Vivid colours
 Mesmerising
Implicit out-take
 Simply...
TBWA
LIKE HOMER, WE FAVOUR THE PATH OF LEAST RESISTANCE
Cognitively and behaviourally!
Tuesday, 15 April 14
TBWA
HEURISTICS  UNCONSCIOUS RULES OF THUMB
 There’s always a difference between owner-run
businesses, where the decision ...
TBWA
SYSTEM 1 HEURISTICS AND COGNITIVE BIASES
Tuesday, 15 April 14
TBWA
FRAMING  WE’RE INFLUENCED BY HOW THINGS ARE PRESENTED
 Objective: Increase consumption by dispelling pork’s fatty rep...
TBWA
PROCESS ENDOWMENT
 Framing a task as one that’s already
started makes people more likely to
complete it
 Carwash cust...
TBWA
CERTAINTY
The single best thing the London
Underground did in terms of
boosting satisfaction was
putting dot matrix d...
TBWA
IMMEDIACY
 What if you could impulse save “in-the-moment”
like you spend?
Tuesday, 15 April 14
TBWA
LOSS AVERSION
US energy company Opower ran two versions
of a campaign: save $200 vs lose $200...
...framing the value...
TBWA
SOCIAL NORMS  WHEN IN DOUBT, COPY OTHER PEOPLE
Tuesday, 15 April 14
TBWA
SOCIAL NORMS  WHEN IN DOUBT, COPY OTHER PEOPLE
 “Help save the environment, please recycle your towel” - 35% response...
TBWA
SOCIAL NORMS  WHEN IN DOUBT, COPY OTHER PEOPLE
 “Help save the environment, please recycle your towel” - 35% response...
TBWA
SOCIAL NORMS  WHEN IN DOUBT, COPY OTHER PEOPLE
 “Help save the environment, please recycle your towel” - 35% response...
TBWA
SOCIAL NORMS  WHEN IN DOUBT, COPY OTHER PEOPLE
Why are people speeding?
 Young guys
Why are young guys speeding on
ou...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISINGDUH
 Talk to the heart, not just the head
 Base your thinking in powerful trut...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISINGOF COURSE, WE ALREADY KNEW THIS...BUT NOW WE’RE CLOSER TO PROVING IT
https://w...
TBWA
WHY SCIENCE IS TAKING US OF ADVERTISINGOF COURSE, WE ALREADY KNEW THIS...BUT NOW WE’RE CLOSER TO PROVING IT
https://w...
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AdSchool Presentation

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Presentation to AdSchool peeps in Melbourne - How the decision sciences are basically backing up what we've always thought is right, but couldn't prove in the boardroom.

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Transcript of "AdSchool Presentation"

  1. 1. TBWA WHY SCIENCE IS TAKING US OF ADVERTISING “DUH” SCIENCE HARNESSING THE POWER OF SCIENCE TO PROVE STUFF WE KIND OF KNEW ALREADY Tuesday, 15 April 14
  2. 2. TBWA AGENDASTANDING ON THE SHOULDERS OF GIANTS Tuesday, 15 April 14
  3. 3. TBWA COMPANIES USED TO TRUST US AS GUARDIANS OF THEIR BRANDS Tuesday, 15 April 14
  4. 4. TBWA WE ARE WIRED FOR SELF-DECEPTION There’s always a difference between owner-run businesses, where the decision maker is allowed to be subjective... ...and shareholder owned businesses, where the decision maker has to justify their decisions The types of businesses who are able to take leaps of irrationality achieve amazing success MEET EARNST DICHTER THE FATHER OF MOTIVATIONAL RESEARCH You don’t need to make your cars faster... ...if you make the spring under the accelerator stronger, it will feel faster Tuesday, 15 April 14
  5. 5. TBWA TODAY, THINGS HAVE CHANGED Most CEOs believe we live in “marketing la-la- land” Tuesday, 15 April 14
  6. 6. TBWA BUSINESS IS ALL ABOUT THE SPREADSHEET If something comes out of a spreadsheet, it’s an easy decision to defend No one ever loses their job for behaving “rationally” Tuesday, 15 April 14
  7. 7. TBWA THE RISE OF SPREADSHEET THINKING Business prioritises objective, rational, economic value over psychological, intangible value ”Eurostar spent £6bn to make the journey time slightly shorter. For a tiny fraction of that, they could have installed free wifi and massively improved peoples’experience” - Rory Sutherland, Vice Chairman, Ogilvy Tuesday, 15 April 14
  8. 8. TBWA ART VS SCIENCE There’s the rational, logical stuff of business... ...and then there’s the fluffy, creative, intuitive stuff of advertising Tuesday, 15 April 14
  9. 9. We know there’s more to persuasion than information and logic... Tuesday, 15 April 14
  10. 10. TBWA HUMAN DECISION-MAKING IS FAR FROM RATIONAL Branded paracetamol reduces pain more effectively... ...than non-branded paracetamol Tuesday, 15 April 14
  11. 11. TBWA OUR EXPERIENCE OF PRODUCTS IS FAR FROM RATIONAL This tastes like chocolate So does this [even when it’s vanilla with food dye] Tuesday, 15 April 14
  12. 12. ...but we’ve never been able to codify this stuff We’re playing a game without really knowing the rules Tuesday, 15 April 14
  13. 13. Enter neuroscience The communications industry is flooded with experts, each spruking their own take on “neuromarketing”... ...and clients love it Tuesday, 15 April 14
  14. 14. But, beware “neuro-bunk” Even the scientists don’t really know what’s going on yet The amygdala - a part of the brain that controls anger - is also responsible for lust and attraction The brain is too complex to find a silver bullet for marketing Source: Beware Neuro-Bunk, Molly Crocket, TED, 2012 Tuesday, 15 April 14
  15. 15. TBWA Tuesday, 15 April 14
  16. 16. So far, science isn’t telling us much that Bernbach didn’t know in the 50’s It’s actually backing up what we’ve always intuitively believed is right... Tuesday, 15 April 14
  17. 17. TBWA WHY SCIENCE IS TAKING US OF ADVERTISING “They [scientists] have to prove the obvious — and prove it again and again — to influence perceptions and policy.” - Unknown member of the scientific community Tuesday, 15 April 14
  18. 18. TBWA WHY SCIENCE IS TAKING US OF ADVERTISING “They [scientists] have to prove the obvious — and prove it again and again — to influence perceptions and policy.” - Unknown member of the scientific community This is what we need to do as marketers - influence the perceptions and policy of the bean counters! Tuesday, 15 April 14
  19. 19. TBWA THERE’S A LOT GOING ON IN OUR MINDS THAT WE’RE NOT AWARE OF Freud popularised the psychological distinction between the conscious and the unconscious minds nearly a century ago... Tuesday, 15 April 14
  20. 20. TBWA MOST OF THE BUSINESS OF LIFE HAPPENS QUITE UNCONSCIOUSLY Conscious mind [5%] Unconscious mind [95%] Drives almost all behaviour Tuesday, 15 April 14
  21. 21. TBWA WE LIVE IN A DELUSION We think the conscious mind is everything because it’s the voice in our heads Tuesday, 15 April 14
  22. 22. TBWA WE CREATE BELIEVABLE STORIES TO RATIONALISE WHY WE DO WHAT WE DO Tuesday, 15 April 14
  23. 23. TBWA RESEARCH ASKS PEOPLE TO REVEAL INSIGHTS THEY THEMSELVES DON’T KNOW Tuesday, 15 April 14
  24. 24. TBWA THIS IS WHERE THE OPPORTUNITY LIES FOR MARKETERS “In each of us there is another whom we don’t know” - Carl Jung Tuesday, 15 April 14
  25. 25. TBWA OUR MODERN SKULLS HOUSE STONE-AGE MINDS 3. Neocortex [the rational mind] The voice in our head that weighs up options, does calculations, imagines outcomes... 1. Reptilian brain [the physical brain] Drives our strongest, most basic instincts and primal urges 2. Limbic system [the emotional brain] Controls our emotions and memories The brain is an inelegant series of adhoc solutions heaped like ice cream scoops over millions of years of evolutionary design Our primitive brain and its workings hasn’t disappeared. It continues to act as the home of our unaware, emotional and intuitive thought processes The rational, thinking mind depends on the primitive, unconscious, emotional mind underneath Tuesday, 15 April 14
  26. 26. 2. Limbic system [the emotional brain] Controls our emotions and memories Limbic system assigns value to things by attaching emotional tags - this is how it encodes and recalls the value of things Hippocampus Encodes the details and facts of an experience, converting information into long term memory Amygdala Tags that event with a specific emotion. It imbues experiences with emotions, associating a feeling to a thing or event Tuesday, 15 April 14
  27. 27. Our brain values feelings more than logicHippocampus The hippocampus recognises the product as coke from its shape, colour, font and classic logo... Amygdala ...but it’s the amygdala that tells you “I like Coke” based on a lifetime of memories and emotions associated with Coke Tuesday, 15 April 14
  28. 28. TBWA DAMASIO’S DISCOVERY Damasio recalls a patient that damaged the part of his brain responsible for emotions...and became stuck in this endless loop of indecision about everything [even something as simple as which restaurant to go to] “A brain that can’t feel can’t make up its mind” Tuesday, 15 April 14
  29. 29. TBWA WHY SCIENCE IS TAKING US OF ADVERTISINGDUH Emotions drive our decision-making We make decisions primarily on emotions and then post- rationalise our decisions Injecting emotion into brands makes them more memorable and meaningful Tuesday, 15 April 14
  30. 30. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN Tuesday, 15 April 14
  31. 31. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN Fast, instinctive, emotional, unconscious thinking SYSTEM 1 Tuesday, 15 April 14
  32. 32. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN SYSTEM 1 Slower, more deliberate, reflective, logical thinking SYSTEM 2 Tuesday, 15 April 14
  33. 33. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN The emotional part of your brain has a LOT more bandwidth - always perceiving, interpreting, learning unconsciously... ...doesn’t provide a clear and objective view of the world, but rather works to edit, filter and interpret it SYSTEM 1 10,999,9960 BIT SYSTEM 2 Tuesday, 15 April 14
  34. 34. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN SYSTEM 1 10,999,9960 BIT The logical part has less bandwidth and takes more energy to use - we avoid using it where possible SYSTEM 2 40 BIT Tuesday, 15 April 14
  35. 35. TBWA DANIEL KAHNEMAN THERE ARE TWO MODES OF THOUGHT IN THE BRAIN SYSTEM 1 10,999,9960 BIT SYSTEM 2 40 BIT Filter, feel and act first with the emotional, intuitive System 1... ...cross-check / post-rationalise decisions afterwards with System 2 [if at all] Tuesday, 15 April 14
  36. 36. TBWA SO BASICALLY... Tuesday, 15 April 14
  37. 37. TBWA OUR BIGGEST CHALLENGE: OVERCOMING HOMER’S INDIFFERENCE It’s System 1 that shapes and interprets the way we perceive the world If we want to reach people, it’s our older, more primal, more emotional nature we need to connect with Tuesday, 15 April 14
  38. 38. TBWA EVOKE AN EMOTIONAL RESPONSE “Just move me dude” - Dan Weiden Tuesday, 15 April 14
  39. 39. TBWA UNEARTH AND TAP INTO GENUINE TRUTHS AND TENSIONS Cultural truth: beauty today is manufactured. Dove believes in real beauty. Cultural truth: facebook has given us acquaintances not real friends Tuesday, 15 April 14
  40. 40. “STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN AND BE WHAT PEOPLE ARE INTERESTED IN” - LEE CLOW BE PART OF WHAT INTERESTS PEOPLE Tuesday, 15 April 14
  41. 41. TBWA WRITING ADS FOR SYSTEM 1 Samsung: Product, tech, features, specs, specs and more specs Apple: A story about peoples’ passion for learning Tuesday, 15 April 14
  42. 42. TBWA HOW PEOPLE CONSUME ADVERTISING Tuesday, 15 April 14
  43. 43. TBWA HOW PEOPLE CONSUME ADVERTISING PROBABLY MORE LIKE THIS Half-closed eyes Half paying attention Less-than-half-caring System 1, not System 2 Sub-conscious, not conscious Tuesday, 15 April 14
  44. 44. TBWA WRITING ADS FOR SYSTEM 1 IMPLICIT COMMUNICATION Most advertising works on an implicit, subconscious level Ads create networks of associations in the brain through visuals, sounds, symbols, music, gestures, context and a host of other things [Designed for System 2] [Designed for System 1] Associations Associations Tuesday, 15 April 14
  45. 45. TBWA WRITING ADS FOR SYSTEM 1 SONY BRAVIA Associations Spectacular Vivid colours Mesmerising Implicit out-take Simply the best Worth paying more for Desire Tuesday, 15 April 14
  46. 46. TBWA WRITING ADS FOR SYSTEM 1 SONY BRAVIA Associations Spectacular Vivid colours Mesmerising Implicit out-take Simply the best Worth paying more for Desire Tuesday, 15 April 14
  47. 47. TBWA LIKE HOMER, WE FAVOUR THE PATH OF LEAST RESISTANCE Cognitively and behaviourally! Tuesday, 15 April 14
  48. 48. TBWA HEURISTICS UNCONSCIOUS RULES OF THUMB There’s always a difference between owner-run businesses, where the decision maker is allowed to be subjective... ...and shareholder owned businesses, where the decision maker has to justify their decisions The types of businesses who are able to take leaps of irrationality achieve amazing success A simple rule of thumb or algorithm that’s used to perform complex operations Fast, efficient and undemanding Sometimes better than rationality Contextual - determined by environment situation Often operate beneath conscious awareness Social and contagious Have a disproportionate effect on everything Perception Value and costs Decision making Behaviour ^ To nail a high 5, watch the other guy’s elbow Tuesday, 15 April 14
  49. 49. TBWA SYSTEM 1 HEURISTICS AND COGNITIVE BIASES Tuesday, 15 April 14
  50. 50. TBWA FRAMING WE’RE INFLUENCED BY HOW THINGS ARE PRESENTED Objective: Increase consumption by dispelling pork’s fatty reputation Solution: Reframe it by tapping into a common heuristic - white meat is lean meat Source: Unconscious Branding Tuesday, 15 April 14
  51. 51. TBWA PROCESS ENDOWMENT Framing a task as one that’s already started makes people more likely to complete it Carwash customers who received pre-stamped cards were twice as likely to buy the additional eight Source: Decoded - The Science of Why We Buy Tuesday, 15 April 14
  52. 52. TBWA CERTAINTY The single best thing the London Underground did in terms of boosting satisfaction was putting dot matrix displays on the platforms Psychologically, what makes a wait annoying isn’t the duration but the degree of uncertainty Framing Certainty Immediacy Loss aversion Social norms Tangibility Source: Perception is Everything, Rory Sutherland TED Tuesday, 15 April 14
  53. 53. TBWA IMMEDIACY What if you could impulse save “in-the-moment” like you spend? Tuesday, 15 April 14
  54. 54. TBWA LOSS AVERSION US energy company Opower ran two versions of a campaign: save $200 vs lose $200... ...framing the value as a loss was much more motivating [and successful] than framing it as a gain Source: Decoded - The Science of Why We Buy Tuesday, 15 April 14
  55. 55. TBWA SOCIAL NORMS WHEN IN DOUBT, COPY OTHER PEOPLE Tuesday, 15 April 14
  56. 56. TBWA SOCIAL NORMS WHEN IN DOUBT, COPY OTHER PEOPLE “Help save the environment, please recycle your towel” - 35% response Source: Decoded - The Science of Why We Buy Tuesday, 15 April 14
  57. 57. TBWA SOCIAL NORMS WHEN IN DOUBT, COPY OTHER PEOPLE “Help save the environment, please recycle your towel” - 35% response “Most people recycle their towel” - 50% response Source: Decoded - The Science of Why We Buy Tuesday, 15 April 14
  58. 58. TBWA SOCIAL NORMS WHEN IN DOUBT, COPY OTHER PEOPLE “Help save the environment, please recycle your towel” - 35% response “Most people recycle their towel” - 50% response “Most people who stay in this hotel recycle their towel” - 75% response Source: Decoded - The Science of Why We Buy Tuesday, 15 April 14
  59. 59. TBWA SOCIAL NORMS WHEN IN DOUBT, COPY OTHER PEOPLE Why are people speeding? Young guys Why are young guys speeding on our roads? Because it’s socially acceptable How do we make speeding socially unacceptable for young guys? Insult the masculinity of young guys who speed Tuesday, 15 April 14
  60. 60. TBWA WHY SCIENCE IS TAKING US OF ADVERTISINGDUH Talk to the heart, not just the head Base your thinking in powerful truths and tensions Be part of what interests people Recognise the power of implicit communication Shift your focus from the explicit message to the out-take of the advertisement as a whole Tap into the mental shortcuts [heuristics] that people unconsciously use in life Tuesday, 15 April 14
  61. 61. TBWA WHY SCIENCE IS TAKING US OF ADVERTISINGOF COURSE, WE ALREADY KNEW THIS...BUT NOW WE’RE CLOSER TO PROVING IT https://www.youtube.com/watch?v=ZZCUkFDfe2Q Tuesday, 15 April 14
  62. 62. TBWA WHY SCIENCE IS TAKING US OF ADVERTISINGOF COURSE, WE ALREADY KNEW THIS...BUT NOW WE’RE CLOSER TO PROVING IT https://www.youtube.com/watch?v=ZZCUkFDfe2Q Tuesday, 15 April 14
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