How the 'Fluent Device' leads to long-term profit gain

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

It is relatively rare to see long-running campaigns using long-running characters. Think the Milk Tray man, or the Oxo Mum, or the Honey Monster, "all long-term campaigns and, as it turns out, a particularly effective type of long-term campaign," according to Orlando Wood, Chief Innovation Officer of System1 Research.

Short termism is on the rise and the industry is often struggling to adapt to a new world of media channels, social, and the two-year CMO. Things are changing rapidly, but the goal remains largely the same. In these circumstances, Wood was interested in the question: "How do we create profitable...

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