Press
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...An Fritz Bachen Portrait
Posted Aug 18 in Press tagged by Fritz BachenThis is the first, and I imagine the last portrait done of me, and therefore deserves a place on the website. If you want to see more from the artist you can see him here
Read more...An Interview with Bob Garfield
Posted Jul 15 in Press, Uncategorized tagged active advertising, Benjamin Franklin, Benjamin Franklin Effect, interactive advertising by Fritz BachenSo if you don’t know who Bob is you can check him out here. He was the moderator at our recent presentation in Cannes. This is what he has to say about Naked Communications philosophy of communications (copied word for word from his website). Benjamin Franklin Wants You To Read This by Bob Garfield, [...]
Read more...Three Advertising Tease Campaigns: How to waste money
Posted Jun 10 in Press tagged Tease advertising, tease campaigns by Fritz BachenA recent spate of tease campaigns show there are some big clients with lots of money to waste. Key point in creating a tease campaign is to generate interest in the message before the reveal – I doubt any of these three did. This is a recent article in Adnews.
Read more...Review of Daniel Kahneman’s: Thinking Fast and Slow
Posted May 29 in Press tagged behavioural economics, book review, daniel Kahneman, fast and Slow, Thinking by Fritz BachenThis is a review I have completed in the International Journal of Advertising for Daniel Kahneman’s interesting book ‘Thinking, Fast and Slow’. If you are into Behavioural Economics you may want to read it. Unfortunately, I only have these photos – but if you click on them they should come up full size.
Read more...Fast Company: The Fight for the Fifth Screen
Posted Apr 24 in Press tagged Advertising, Fast company, media by adminThe article below is from Kit Eaton and lifted from Fast Company. It’s interesting. Smartwatches, AR goggles, and more: There’s a mighty scramble afoot for your last sliver of attention. Is the the start of ad-mageddon? Screens: can’t live without ‘em; can’t avoid ‘em. And surely where there are screens, there will be companies hocking [...]
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...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...Building Interactivity Into TV
Posted Nov 26 in Press tagged Channel 10, Channel 10 news, Sydney Soapbox by Fritz BachenThought I’d put this up on the blog. It’s an initiative from Channel 10 News called Sydney Soapbox. It’s an example of making a TV show, in this case the nightly news interactive, and building a sense of community. The Soapbox is represented online via Facebook and Twitter, and gets a high level of interaction. [...]
Read more...Selling The Carbon Tax and the Role of Celebrity
Posted May 30 in Press tagged Behaviour change, carbon tax, Cate Blanchett, celebrity, communications strategy by Fritz BachenI ADORE Cate Blanchett. Who wouldn’t? She’s stunningly beautiful, seems like a lovely person, promotes the arts (including Australian theatre), has had an amazing international career as an actor, all while raising a family. Unfortunately, for all of these reasons she is completely the wrong person to be fronting a campaign to garner support for [...]
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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.
