Last night we celebrated Admap's 50th anniversary!
Warc subscribers can read the anniversary issue The Future of Brand Communications – and dig into the Admap archive, which goes all the way back to 1967! If you aren't a Warc subscriber, take a trial or subscribe to Admap.
Up first was the excellent Sir Martin Sorrell
Followed by an entertaining Rory Sutherland
Rory starting up at #admap 50th the ad business got there before a Nobel prize was awarded to price architecture. It was ever thus !!— johngriffiths7 (@johngriffiths7) October 21, 2014
Who was talking about choice architecture...
‘Most people choose option B’ Rory Sutherland says this sentence added to call centre script triples conversion rate. #admap@50— Ron Finlay (@ron_finlay) October 21, 2014
Punk bees 20% of the hive ignore the waggledance and their rebellion keeps the hive alive #admap— johngriffiths7 (@johngriffiths7) October 21, 2014
"Test counter intuitive things because your competitors won't" says Rory Sutherland #admap50— Emily Slee (@emsleee) October 21, 2014
Making sense of people...
And defensive decision making (amongst other things).
Defensive decision-making governs our choices, says Sutherland. We know it but we need to codify the patterns to learn from them. #admap@50— Ron Finlay (@ron_finlay) October 21, 2014
Finally, Guy Murphy gave us a tour of current marketing theories - with an exciting participatory element...
He made an inviting proposition
"Kiss all the frogs" says Guy Murphy, "that's the theory of the future of communications" #admap50— Keen as Mustard (@keenasmustard) October 21, 2014
Reflected on viral marketing (and the current state of the internet)...
Before making a more serious point:
(Did we mention that we're a knowledge service?)
And then the shock result!
Utility - creating better products to begin with - won the day. With 'action for good' in second place, and 'experimental' (fail fast) in third.
Guy tells us the lines are still open on this one. Follow the text instructions in the above image to have your say.
Happy Birthday Admap!
@WarcEditors Thank you for a special evening. Happy 50th Birthday ADMAP from all at JWT.— guy murphy (@guymurphy) October 21, 2014