2012
Victory Against an Evil Market
Posted Dec 24 in Opinion, Uncategorized tagged by Fritz BachenIt’s not often I write something that gets 300+ comments back. Here’s a piece I wrote for The Drum on the success of plain packaging cigarettes about a month ago. The original can be found here. The introduction of plain packaging laws will stifle the strength of cigarette brands, writes psychologist and marketer Fritz [...]
Read more...5 Projects by Naked Communications in 2012
Posted Dec 24 in Work tagged art series hotel, Naked Communiations, Renault, Southern Comfort, TAC, Who Gives a Crap, WorkSafe by Fritz Bachen1. Art Series Hotels, The ‘Overstay Checkout’ This campaign is more of a business idea we have developed with Art Series Hotels. The Overstay Checkout is part gamification of the hotel experience, and in-part behavioural economics. In essence you don’t have to check out of your room until the next person checks in. Ring every [...]
Read more...Alan Jones and The Trouble He Is In
Posted Oct 13 in Press tagged Alan Jones by Fritz BachenHere are some comments I made about Alan Jones. As the furore continued it became more and more clear that this wasn’t a flash in the pan, and Alan Jones is in serious shit. SBS Vs Channel 10 Here is a video from Lateline. Here’s how The Australian, News.com, and LeadingCompany reported various components of [...]
Read more...Alan Jones: Does he deserve a seat at the adults table?
Posted Oct 07 in Opinion tagged Alan Jones, censorship, Kyle Sandilands, right wing, The Last Supper by Fritz BachenA few years I wrote an open letter to the advertising and media industry asking all of us to boycott Kyle Sandilands and his radio show. It was straight after his infamous reaction to a child disclosing she had been raped on his show. We now see a similar situation ocure with Alan Jones. Like [...]
Read more...Dame Edna Everage Offers Jarrah Drinkers a Break From the Usual
Posted Sep 23 in Work tagged Dame Edna Everage, Jarrah by Fritz BachenHere’s a campaign that we’ve done with Dame Edna Everage. It’s interesting for a few reasons a) it’s completely unscripted (or as they say ‘soft scripted’ may be more accurate, b) a lot of the content was made purely for Facebook with which we aim to build a Facebook community, c) you have a chance [...]
Read more...An Interview with FXGuide
Posted Sep 23 in Press tagged Action Advertising, Behaviour change, behavioural economics, emotional advertising, Rational advertising by Fritz BachenHere’s an interview with FXGuide on how we change behaviour at Naked Communications. Its a video about 24 minutes long.
Read more...Spikes Asia Success
Posted Sep 20 in Work tagged Cannes, Coke, Share a coke, Spikes Asia by Fritz BachenSo Naked Communications did well at Spikes Asia and Cannes Advertising Festival of Creativity this year. Here’s what we won at Spikes: Gold Spike, Media: Product/Service for ‘Share a coke’ Gold Spike, Sales Promotion: Use of Media for ‘Share a coke’ Silver Spike, Use of Media for ‘Steal Banksy’ Silver Spike, Sales Promotion: Product/Service for [...]
Read more...Why Interactive Advertising Trumps Emotional Advertising
Posted Sep 20 in Press tagged Action Advertising, Benjamin Franklin Effect, Campaign Asia, emotional advertising by Fritz BachenRecently I gave a talk at Spikes Asia with Imogen Hewitt. This is how the very clever Susie Sell captured the essence of the talk in Campaign Asia. I hope it’s ok to copy and paste the entire article. For the original thing go here. Naked: Stop the song and dance and get consumers [...]
Read more...Renault: Made For You
Posted Aug 25 in Work tagged Renault by Fritz BachenHere’s something we did for Renault earlier this year. Sometimes, the right thing to do is just show the story of the brand.
Read more...Cigarettes Will Kill You. Plain Packaging will Kill Cigarettes.
Posted Aug 25 in Opinion tagged cigarettes, marketing of cigarettes, plain packaging by Fritz BachenHere’s a link to an article I wrote for The Drum on the impact of plain packaging of cigarettes. It’s had over 300 comments – most from people with views very different to my own. I find the topic endlessly fascinating, and have written about it previously for The Punch, here.
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Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
