2012
Jason Russell vs. Joseph Kony: Kony2012, A Race to the bottom
Posted Mar 20 in Opinion tagged Advertising, cause related marketing, consumer manipulation, Jason Russell, Joseph Kony, Kony2012, social media by Fritz BachenClick here to see Tim Costello and myself discuss on Ten’s Breakfast. Here is a 20 minute podcast on Joseph Kony and Jason Russell. It’s a discussion I had on ‘Sunday Nights with James O’Loghlin’, on ABC Radio. It holds no punches, in short I think the ‘Invisible Children’ movement is advertising at its worst, making a [...]
Read more...Kony2012: The worst and best of advertising
Posted Mar 13 in Opinion tagged Kony2012 by Fritz BachenThis is a discussion on Kony2012 on Ten Breakfast. More thoughts on this coming. Click here to see Tim Costello and myself discuss on Ten’s Breakfast. Here is a 20 minute podcast on Joseph Kony and Jason Russell. It’s a discussion I had on ‘Sunday Nights with James O’Loghlin’, on ABC Radio. It holds no [...]
Read more...Political Brands
Posted Mar 10 in Opinion tagged Julia Gillard, political brands, The Punch by Fritz BachenManaging a brand is a simple affair. Simple, but not easy. A brand is simply “a promise kept”. You’ll hear marketers and advertisers spin much more rhetoric around this concept, but the hallmark of a strong brand is saying you’re going to do something and then doing it. It’s “a promise kept”. To keep reading, [...]
Read more...Books on Behaviour Change and other Psychological Inspiration
Posted Feb 24 in Opinion, Press tagged Behaviour change, behaviour change books, international journal of advertising, psychology books by Fritz BachenI often get asked which psychology books are the best to read. I was also asked last year by the International Journal of Advertising to participate in their ex libris, and comment on the books that have had an influence on me. I’ve taken the liberty of photo-copying what they printed. If you’re ever looking [...]
Read more...Great Marketing Communications Involves Getting The Uninterested to Participate With Your Brand
Posted Feb 19 in Opinion tagged Action Advertising, Behaviour change, participation planning by Fritz BachenWe wrote a paper recently, Behaviour Change: Why Action Advertising Works Harder Than Passive Advertising’. It’s been presented in Las Vegas this weekend at the Society of Consumer Pschology Annual Conference. It was jointly authored by Brook Ward, Deakin University academic Josephine Palermo, and myself. It’s a discussion paper to promote the effectiveness of participatory messages in advertising. [...]
Read more...Sometimes I Post Things That Make Me Cringe…
Posted Feb 12 in Press tagged Fritz Bachen, Australian Creative by Fritz Bachen….this is one of them. Australian Creative recently put up there list of the ‘Power 20′, people in the creative industries who are having an impact / have some momentum. They asked us 6 questions:1. What do we think is the definition of power2. Lightbulb moment when we knew we wanted to enter the industry3. [...]
Read more...Kyle Sandilands: A Tragedy Set in Social Media
Posted Feb 05 in ACMA, advertising standards, Kyle Sandilands, social media, socio-capitalisim tagged by Fritz BachenKyle Sandilands, is in a very unfortunate position. He is massively popular, yet widely disliked and no one wants to be associated with him – especially those with something to sell. We live in a world where most entertainment is commercially funded. Whether we watch TV, listen to the radio, or something else – the [...]
Read more...Kyle Sandilands: A Tragedy Set in Social Media
Posted Feb 05 in Opinion tagged ACMA, advertising standards, Kyle Sandilands, social media, socio-capitalisim by Fritz BachenKyle Sandilands, is in a very unfortunateposition. He is massively popular, yet widely disliked and no one wants to beassociated with him – especially those with something to sell. We live in a world where most entertainment is commercially funded. Whether we watch TV, listen to the radio,or something else – the entertainment we choose [...]
Read more...Why Western Australia is The Healthiest State in The World: Good TV Advertising in the 1970′s
Posted Jan 15 in Opinion tagged Channel 9, Community service announcements, health advertising, WA, Western Australia by Fritz BachenI was talking to my wife Anna this morning and started singing the benefits about vitamin E. She asked me why I was singing, and how I knew this?? I recounted to her where I learned about the various benefits of vitamins – TV ads. In particular this iconic piece of communications from my childhood [...]
Read more...Advertising Trends for 2012
Posted Jan 08 in advertising 2012, branded content, consumer completion, Gamification, geosocial, trends tagged by adminSo I’m a week or two late with my predictions, but these are the big advertising trends I see happening in 2012. I’ll be discussing these on ABC Radio tonight with James O’Loghlin. If you disagree then please let me know here, or call in tonight. The Context Advertisers are (slowly) coming around to the [...]
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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.
