Advertising audiences: wolves in sheep’s clothing

The advertising industry has come to accept that humans are group animals and exhibit herd-like behaviour.

Advertising audiences: wolves in sheep's clothing

Sarah Morning

Since Mark Earls' groundbreaking paper Advertising to the Herd, in 2003, the ad industry has come to accept that humans are a group species; a theory borne out by the way in which the web is evolving from a basic information system to a complex social network.

In his paper, Earls asserted that humans have an innate herding instinct; that as individuals we gravitate towards behaviours dictated by the wider group, following the crowd as it were. It is why we walk into a crowded restaurant rather than an empty...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands