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Article

This article, Les and Sarah's last, looks back at six-years of Mythbusting.

Article

This article argues that marketers often do not pay enough attention to budgets in their analysis.

Article

This article discusses the common problem of defining competitors too tightly, losing sight of the broader market and adopting closely targeted advertising that eventually leads to loss of market share.

Article

This article urges marketers to not be distracted by the volume of data delivered by digital media when evaluating the performance of a multichannel campaign.

Article

This article argues that brands should refrain from new product development for the sake of having something 'new' to talk about, and instead build better emotional connections with consumers.

Article

This article argues that new technologies do not inevitably replace old ones, and uses the example of books to support this.

Article

This article warns of the dangers of focussing on granular data, as short-term fluctuations say little for brand building.

Article

This article discusses the measurement of online effectiveness and its galvanising effect on market research.

Article

This article argues that people approach almost all purchases with low interest, so the task for marketing is to make any category interesting.

Article

This article challenges the supposed power of collective thinking and argues that this is frequently over-estimated, and actually, collective thinking can be a bad thing.

Article

This article argues that brands should not worry about if a campaign endline is 'ownable', but instead focus on creating a distinctive and consistent brand voice.

Article

This article proposes a list of words the authors think should be banned from being used in marketing because they are irritating, misleading or damaging.

Article

This article explains the importance of music choice in TV ads, and argues that planners need to pay more attention to this at an earlier stage than is often the case.

Article

This article argues that small details within advertising creative that influence consumers on an emotional, semi-conscious level can have a disproportionately positive impact on overall advertising performance.

Article

This article discusses the concept of risking failure in advertising.

Article

This article discusses the conflict between real-time and more traditional post-campaign evaluation. Big Data and real-time evaluation allows marketers to understand some of the impact of campaigns, but not all.

Article

This article urges brands to think carefully about their marketing techniques, as 'hard-sell' techniques may produce short term benefits, but damage the brand over time.

Article

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Article

This article argues that imperfections help to create heroes, and so brands should include imperfections in their personalities.

Article

In this article from the "Mythbuster" series in Admap, Les Binet and Sarah Carter challenge the idea that novelty and creativity are inextricably connected.

Article

In their regular column, Les Binet and Sarah Carter discuss people's common tendency to ignore factual evidence that contradicts their own assumptions and preferred ideas, known within psychology as 'confirmation bias'.

Article

People's beliefs about brand are nowhere as stable and consistent as marketers like to believe. Data shows that behaviour patterns are fluid; buyers of premium brands also buy own-label, low-fat buyers also buy full fat and Coke buyers buy Pepsi.

Article

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Article

There was a time when big audiences mattered. As communications have become more finely targeted, interactive and engaging, reach no longer matters, say agencies and clients.

Article

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.