2013
Pre-testing Advertising: Is it a Little Silly?
Posted Jul 17 in Opinion, Uncategorized tagged behavioural economics, James Hurman, Link Testing, Millward Brown, Pre testing by Fritz BachenThis is a article I wrote recently for B&T magazine – kind of antagonistic by proxy. I was recently asked by ABC radio to name the four big unanswered questions in our field. One of the questions I posed was that we don’t know if a campaign or idea is going to work. I [...]
Read more...WARC Innovation Award for our Overstay Checkout
Posted Jun 08 in Work tagged innovation, Overstay Checkout, WARC by Fritz BachenReally pleased to announce that our latest work for the Art Series Hotel’s, the Overstay Checkout, won the global award for innovation given out by WARC each year. We get $10,000 and a trophy, but more than that (obviously) the recogntion that we have created the most innovative work in the advertising landscape for 2012 [...]
Read more...Why Trumps What: A Brand Built For Growth
Posted May 27 in Opinion tagged brand building, brand stretch, emotional brands, emotional engagement by Fritz BachenI’m convinced that we don’t improve by evolution, only by revolution. I seen massive brands like Kodak and closer to home Ansett die. Trisha’s toys, the toy store in Cottesloe I used to get my toys from as child couldn’t compete with the category killer ‘Toys R Us’ – it’s now dead too. Same with [...]
Read more...Is Capitalism Now the Servant of Socialism?
Posted Apr 12 in Press tagged social capitalism, Woodside by Fritz BachenWoodside – Fritz Bachen AIR Here’s a radio interview I did with ABC Perth about the recent victory the ‘environmentalists’ (i.e. general population) had over the $45 billion proposed Browse LNG project in Northern West Australia. Towards the end it touches on business models and the balance of capitalism and socialism.
Read more...The Dangers of Masturbation and How To Avoid Them
Posted Apr 03 in Opinion tagged masturbation by Fritz BachenNote: Nobody I approached felt comfortable publishing this – so hear it lies, slightly out of place on my blog. Some years ago I worked in the area of forensic psychology, assessing sexual offenders for court and parole. Assessing the dangerousness of a sex offender involved looking at many facets of their lives including their [...]
Read more...Behavioural Economics in Action: A Case Study
Posted Mar 16 in Work tagged behavioural economics, Who Gives a Crap by Fritz BachenOur agency is getting our head around the principles of behavioural economics and it’s starting to inform our thinking and improve our ideas dramatically. I see behavioural economics as rather executional – it doesn’t help frame the problem, the behaviour to change, or the overall strategy – but once all of that is clear it [...]
Read more...TAC #homesafely: Case Study
Posted Mar 02 in Work tagged #homesafely, Naked Communications, road safety, TAC by Fritz BachenNaked Communications latest for the TAC in Victoria. If you contributed to this campaign – thank you. This campaign was shortlisted in Adnews Media campaign of the year. Have a look and you’ll see why.
Read more...The Overstay Checkout For Art Series Hotels
Posted Mar 01 in Work tagged art series hotel, Game Changer, Hotel advertising, Naked Communications, Overstay Checkout by Fritz BachenDare I say it, a revolutionary idea for the hotel industry. This is Naked Communication’s latest work with The Art Series Hotels. Great results. Was shortlisted in Adnews ‘Gamechanger’ Award for 2013.
Read more...Has the Big Brand Ad Had its Day?
Posted Feb 26 in Opinion tagged Action Advertising, Advertising, Brands, emotional advertising by Fritz BachenAn article that first appeared in The Australian in Feb 2013. I HAVE a very strong emotional connection to Twitter. What does that mean? I use it a lot, I talk about it often, and I love it. I really enjoy it, and I don’t use any other social media service to anywhere near the [...]
Read more...Ask for a Favour and be Liked More
Posted Feb 10 in Opinion tagged asking for favours, favours, MONA, MONA Museam, Pop Cafe Hobart by Fritz BachenThe above is an article that appeared in Adnews. It’s a relatively funny tale about an experience I had at MONA. I asked readers of the column to say hi to the store owner involved in the article. From the tweet below a few of you have. Point of the article is a) ask [...]
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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.
