NEWS

Forethought’s experts share some insights for ambitious brands seeking growth. We cover topics including brand and communications strategy, customer experience design and observations on marketing and decision-science methods.

As we all move towards 5 months of radical change in the way we live and work as Australians during this pandemic we at Forethought continue to monitor how Australians are faring. Our aim is to continue to develop our understanding of shifts in consumer...

Some advertising executives have recently become interested in the academic literature.  These advertising scholars have been citing studies that have found that advertising during a recession is potentially good for business.  The basis for their argument is that as your competitors withdraw their advertising and...

As political advertising ramps up in the lead to the November election, it is time for brands that are committed to effective advertising, to rethink their media strategy.Brand-safety does not just relate to the kind of extreme material involved in the YouTube brand-safety scandal of...

Marketing science should be a key driver in decision making. Russel Howcroft, Chief Creative Officer at PWC speaks to Executive Chairman and Founder of Forethought Ken Roberts on the importance of having a quantitative understanding of your consumer behaviour and science-based blueprint for creativity that will drive effective advertising and communications.  https://open.spotify.com/episode/7hChihox859hpMjbhmYaTu?si=HoE6tPu_RDi7IIvUmkqwRA [button size='' style=''...

According to John Hopkins University as at June 29, 2020, the United Kingdom has the world’s highest COVID-19 mortality rate. In mid-March 2020, despite there being conclusive evidence that social distancing was required to slow the spread of COVID-19, the UK Government delayed taking such measures. ...

We have now come to the end of our initial 12 weekly program of continuous tracking.  This longitudinal study has provided us with a wealth of systematic data and insights on the core dynamic between how we have been feeling, thinking and behaving in response...