ARCHIVE ▸ RICHARD SHOTTON
Richard Shotton journeys back in time to the Second World War, where he says brands could learn a thing or two about data...
01 Sep 2016
Statistics around the number of women that head up UK media agencies are wrong, write Zenith's Richard Shotton and Claire Linford. It's time to tone down the optimism.
Just like a potlatch ceremony, advertising works when it appears to cost a fortune, writes Zenith's Richard Shotton.
15 Aug 2016
We should reject the idea that a smart marketer must have studied marketing, writes Zenith's Richard Shotton
09 Aug 2016
How can the advertising industry attract the best talent when it's held in such low regard, asks Zenith's Richard Shotton.
02 Aug 2016
Richard Shotton explains why people are particularly susceptible to switching brands when they undergo a disruptive life event
Just like a grizzly and failed measure to stop the bubonic plague, digital advertising is in danger of facing some unintended consequences, writes Zenith's Richard Shotton
Were the Brexit polls the death knell for survey research, asks Richard Shotton
28 Jun 2016
Zenith's Richard Shotton explains why the mere-exposure effect liberates brands to experiment
Research suggests human beings are more easily persuaded when they're distracted. Zenith's Richard Shotton explains why
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