News and Insights // Blog

January 28, 2010

The Psychology of BtoB Buyer Behavior

Hands down, for me, what’s most fascinating about what we do is getting to peek into the psychology of buyer behavior. Especially in the B-to-B context, it’s so rich and multilevel. It’s part rational, part emotional and a whole lot relational, inter/extra-organizational and networked. This drive to understand decision-making has greatly influenced our approach to [...]

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January 21, 2010

Great Ideas Require Articulate Champions

There are a lot of young advertising professionals out there who should, you know, like take a hint from this excellent piece, “Typography,” by Ronnie Bruce.

Typography from Ronnie Bruce on Vimeo.
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Rick Segal
Chief Executive, North America
Global Practice Leader, B-to-B

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January 18, 2010

Ooo Eee Ooo Ahh Ahh: Vowel Sounds That Sell

This piece from The New York Times, Monday, January 18, 2010, is worth noting:
Vowel Sounds Influence Consumers’ Perception of Prices
By ALEX MINDLIN
http://www.nytimes.com/2010/01/18/business/18drill.html
Researchers have known for 80 years about a symbolic connection between speech and size: back-of-the-mouth vowels like the “o” in “two” make people think of large sizes, whereas people associate front-of-the-mouth vowels like “ee” [...]

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January 14, 2010

How to Get the Most from Your Agency

The average tenure of agency-client relationships seems to have rapidly diminished over the past couple of decades. In the mid-’80s it was hovering around seven to eight years. In late ’90s it eroded to a little more than five years. Today, some reports have agency-client relationships averaging slightly more than two years. What a travesty!
Everyone [...]

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