What Consumers Want from Advertising

Top agencies share secrets behind three popular campaigns at Connections LA

The crowd at the first-ever Connections LA was not only well-heeled (see the photo gallery below), but attendees were also well-versed on consumer behavior. Hosted by Le Book, the international reference guide for fashion, photography and advertising, the event brought together industry leaders to help make sense of the changing media landscape. Here are three important consumer insights from three top agencies behind three successful advertising campaigns.  
 
The Insight: Today’s consumers want real-time information
After its merger with Nextel was dubbed the third-worst in history, Sprint needed to shift brand perception…quickly. Through interviews and surveys, the brand uncovered the two key attributes that were top-of-mind for tech consumers: immediacy and speed. Based on this insight; Goodby, Silverstein & Partners helped Sprint create “The Now Network” campaign. It featured a very cool one-page, data visualization site that helped users make sense of their […]

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