Can Behavioral Economics Help Agency Creative?

Can Behavioral Economics Help Agency Creative?
Advertising

Anyone employed in the marketing world has felt the frustration of recommending an engaging idea to a client, only to encounter pressure to excessively justify its relevance. Behavioral Economics can help ease the pain of that conversation by providing a specific model, and increase the likelihood of selling a strong, engaging idea.

Paloma M. Vazquez
  • 11 march 2010

Behavioral Economics is an increasingly discussed topic in the agency community, for its application in influencing a consumer’s purchase decision by understanding what drives it.  But perhaps more interesting than its ultimate application, is the role the discipline can play in the marketing and advertising realm by providing a common, agency and discipline-agnostic model for human persuasion.  Anyone currently employed in the agency and marketing world has felt the frustration of recommending an engaging idea to a client, only to encounter pressure to excessively quantify or justify creativity before having the opportunity to place it in the marketplace.  Behavioral Economics can help ease the pain of that conversation by providing a specific model and – and increase the likelihood of selling a strong, engaging idea.

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