Why You Should Stop Worrying About Big Data and Love Your Consumer

Posted by Benedict Johnson, 07 Aug 2013

In the post-advertising world, many brands struggle to understand the people they’re selling to and why they behave as they do. As power shifts from brands to consumers, knowing your consumer has never been more important. Even the accounting firm PwC has woken up to the fact that “every industry participant will need to invest in customer understanding and engagement.” But so long as this point is couched solely in data-analytics terms, it tells only part of the story.

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The ADHD Campaign That Keeps Your Attention

Posted by Andrea Fjeld, 29 Sep 2010
The European pharmaceutical company Janssen‐Cilag Ltd is on a mission to spread awareness of ADHD and to dispel the belief that the disorder isn’t real. The subsidiary of Johnson & Johnson recently created a non-branded animated film, ADHD: A Day in the Life, which explains the disorder's reality from the perspective of a child living with it. Its microsite further supports the  cause, provoking an open and frank discussion. But will the campaign go viral? More than 100,000 views say it already has.
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