ARCHIVE ▸ RICHARD SHOTTON
26 May 2015
Marketers should think twice about their ad strategy before launching eco-friendly products, writes ZenithOptimedia's Richard Shotton.
19 May 2015
It might look like a counter-intuitive act, but the highest 'pronking' antelopes are the most successful - is the same true for advertisers,
How did the polls get it so wrong - and, given its reliance on data, should the media industry worry? We asked ZenithOptimedia's research guru, Richard Shotton, to explain (spliced with some choice cuts from Twitter).
06 May 2015
Social proof has been shown to influence consumers in so many different circumstances that marketers should consider using it within their messaging, says ZenithOptimedia's Richard Shotton.
29 Apr 2015
For marketers prepared to learn from the Middle Ages, the rewards could be plentiful, writes ZenithOptimedia's Richard Shotton.
22 Apr 2015
ZenithOptimedia's Richard Shotton shares the results of a new survey which assesses the impact of different ad break lengths.
07 Apr 2015
Data is invaluable to advertisers - but are we in danger of having too much? ZenithOptimedia's Richard Shotton and Richard Clay use new research to find out.
18 Mar 2015
ZenithOptimedia's Richard Shotton explains why brands would do well to focus less on demographic targeting and more on specific life events.
10 Mar 2015
Stick on your party hat as ZenithOptimedia's Richard Shotton uses new research to quantify the impact of birthdays on spending.
23 Feb 2015
In her attempt to scare the audience into action, Labour's Harriet Harman will probably make matters worse, argues ZenithOptimedia's Richard Shotton. Can brand managers learn from this 'negative social proof'?
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