To end 2020, Anthony Tattum takes a look back at Big Cat’s partnerships to uncover our journey of linking behaviour to advertising and marketing campaigns.
Where the Journey First Began…
I’ve always found that Christmas is a time to reflect and prepare for the year ahead. This year, I’ve been thinking about the journey we, as a business, have been on since our re-tooling in 2014 (Big Cat divested from the Big Cat Group to become a Marketing & Creative Advertising Agency) and how we came to be obsessed with applying behavioural science to brand communications.
The start of our behavioural science journey can be traced back to December 2015, when I was invited to speak at an event for health entrepreneurs at the University of Birmingham‘s Research Park with two academics: Professor Jeannette Littlemore and Dr. Paula Perez-Sobrino. At the time, Professor Littlemore and Dr. Perez-Sobrino were researching the use and application of metaphor to enhance advertising effectiveness.
As a self-professed science geek, their research was intriguing. I’ve always been a lover of science, devouring information by post-Darwinian authors, like Yuval Noah Harari and Richard Dawkins. Any concept pertaining to evolution or anthropology fascinates me and so, when the opportunity arose to apply some academic rigour to our marketing strategies, I inevitably JUMPED at the chance.
The Next Chapter
By the Autumn of 2016, we had recruited Cognitive Academic Researcher, Samantha Ford, and began our work together on brand development; testing creative concepts and their applications to marketing campaigns.
Our first project together was the headline creative for Aspire's 2016 Annual Charity Swim; Aspire’s flagship fundraising event. Whilst the recommendations were clear and compelling, the results unfortunately came too late to apply to their marketing campaign.
We realised that we needed a way of working both faster and smarter to get recommendations aligned efficiently with clients’ and brands’ marketing projects.
Roll on Aspire’s 2017 Annual Charity Swim and the results were astounding! The application of these results across all of Aspire’s designated channels led to participation and donations being the highest in the charity's 17 year history! Needless to say, we were on to something…