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Videos

The real why and the hidden who

A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
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Citation

Puleston and Graves (2019a, September 08). The real why and the hidden who. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/the-real-why-and-the-hidden-who-10722


Research papers

The real why and the hidden who

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
×

Citation

Puleston and Graves (2019a, September 08). The real why and the hidden who. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/the-real-why-and-the-hidden-who


Research papers

TROI

Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new...

Catalogue: WM3 2007
Authors: Fiona Blades, Kathryn Parsons
Companies: Ogilvy, MESH Experience
June 3, 2007
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Citation

Blades and Parsons (2007a, June 03). TROI. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/troi


Research papers

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Vanesse van Eeghen, Liesbeth Gerritsen
Companies: MARE, Ogilvy
November 5, 2003
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Citation

van Eeghen and Gerritsen (2003a, November 05). Every grey cloud has a silver lining. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/every-grey-cloud-has-a-silver-lining


Research papers

Information technology

This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Cor N. Molenaar, Frans W. Plat, Janny C. Hoekstra, Peter S.H. Leeflang
Company: Ogilvy
November 1, 1996
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Citation

Molenaar, Plat, Hoekstra and Leeflang (1996a, November 01). Information technology . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/information-technology-


Research papers

The Iguassu project

The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Julio Cesar Tannus, Roseli Stier Azambuja
Company: Ogilvy
September 1, 1996
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Citation

Tannus and Azambuja (1996a, September 01). The Iguassu project . ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/the-iguassu-project-


Research papers

Implications of changing influences on consumers for transnational brand management and communications

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: Linda Caller, Sheila Byfield
Company: Ogilvy
June 15, 1995
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Citation

Caller and Byfield (1995a, June 15). Implications of changing influences on consumers for transnational brand management and communications. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/implications-of-changing-influences-on-consumers-for-transnational-brand-management-and-communications


Research papers

Should advertising spend be maintained at all costs?

In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Sheila Byfield, Allan Breese
Companies: Ogilvy, KANTAR TNS Malaysia
June 15, 1994
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Citation

Byfield and Breese (1994a, June 15). Should advertising spend be maintained at all costs?. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/should-advertising-spend-be-maintained-at-all-costs-


Research papers

You can't sell to them if they are not there

The increasing complexities of the media environment are well documented. Greater channel choice continues to fragment audiences. The growth in the number of multi- set households and video recorders has led to more personalised viewing. More...

Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Sheila Byfield, Dick Dodson
Company: Ogilvy
June 15, 1994
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Citation

Byfield and Dodson (1994a, June 15). You can't sell to them if they are not there. ANA - ESOMAR. Retrieved October 13, 2024, from


https://ana.esomar.org/documents/you-can-t-sell-to-them-if-they-are-not-there