Elizabeth Koenig, one of our US-based Account Managers, has a great piece up on The Drum US. ‘Not having a social scientist on your team is asking for disaster’ draws on her background in cultural anthropology. It discusses how brands and agencies can avoid negative reactions their campaigns by working with social scientists to get a clearer idea of how campaigns and creative might be perceived by the audiences they’re targeting.
“Media exists in culture, as culture, and defines our culture. Media and creative agencies are charged with a huge responsibility in harnessing cultural power, but they are nearly powerless against audiences who turn against brands when campaigns and attitudes are not carefully considered from all perspectives.”
Read the piece here: Not having a social scientist on your team is asking for disaster.