Thousands of concepts are being written every day, but 95% of them will fail.
Some concepts, no matter how hard they try, just don’t work, while others come along, have the look, say the right things, pull the right moves…swoop in & woo the consumer.
Great concept writing is all about mastering the art of seduction.
In this ESOMAR webinar, Trudi Binion and Ben Wood will reveal their top 10 tips, the dos & don’ts, to win over the consumer with effective and seductive concepts.
Listeners will walk away with some practical advice on both content and process, to keep in mind during concept development and research stimuli preparation.
Part 1 : Going to Bolivia on a field trip with UNICEF.
When Ben Wood, Added Value Group’s Innovation Director, came by my desk to share the news that we had won the Big Idea competition to raise money across the Kantar’s network for UNICEF, and that I was going to Bolivia on a field trip as a first prize winner, it took me a moment to process the news.
And then excitement took over.
Vogue’s Fashion Night Out took Paris by storm the evening of September 6th. Judging by the lines outside of every store and the eccentric yet elegant crowds buzzing the streets, the night was a huge success.
Welcome to Added Value’s newsletter focused on Sustainable marketing; the challenges, opportunities, our solutions and points of view.