Felipe Thomaz

Felipe Thomaz, an Associate Professor of Marketing at the University of Oxford, challenges traditional advertising wisdom. He emphasizes the need to shift focus from mere reach optimization to understanding media archetypes and their interactions. The discussion reveals how demographic factors shape consumer behavior and the importance of targeting the right audiences. Thomaz advocates for evidence-based decision-making in marketing strategies to achieve better outcomes and highlights the ongoing journey of research that informs effective media planning.

This discussion features Felipe Thomaz, an Associate Professor of Marketing at the University of Oxford, Gurdeep Puri, a Founding Partner at the Effectiveness Partnership, and Dione Song, CEO of Love Bonito. They delve into groundbreaking research revealing that not all media reach is created equal. The conversation highlights Love Bonito's expansion strategies and the importance of tailored marketing approaches. Emphasizing the need for authenticity and long-term growth, they explore how brands can balance agility with strategic development in a rapidly changing landscape.

Join James Boardman, Chief Strategy Officer at Wavemaker, and Felipe Thomaz, Associate Professor at Oxford, as they dive into research on 'influenceability' and marketing effectiveness. They discuss how understanding consumer behavior closes the effectiveness gap. Katie Rigg Smith from WPP Australia sheds light on the importance of scenario planning amid demographic shifts, while Sarah Bailey from VML emphasizes the need for distinctive advertising to stand out in a saturated market. It's a captivating exploration of creativity and strategy in modern marketing!