Good Strategic Thinking … The Path To Success

Posted on May 2, 2012 by Marian

At Simpatico, you know we’re all about understanding consumers. We have a core competency in developing successful marketing campaigns based on customer insights. When we talk about customer insights we mean that we are looking at the consumer journey between “I THINK I NEED” AND “I JUST BOUGHT A NEW ONE AND AM TELLING MY FRIENDS HOW GREAT IT IS”. James Hurman – a leading NZ planner who has just moved to Shanghai to head up planning for Ogilvy – gave us this handy little diagram as a reminder of where the discipline must always begin.

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Ghost Chips Case Study

Posted on May 2, 2012 by Simpatico

You’d have to be living under a rock not to have seen the NZ Transport Association’s Ghost Chips ad or one of its many mash ups. It’s one of the most viewed television commercials of NZTA’s history and has resonated strongly with its target audience. At Simpatico, we loved this work and think its a great.

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Seasons Greetings from Simpatico

Posted on December 15, 2011 by Garry Urlwin

Season Greetings from Simpatico

Only 9 days to Christmas so it’s time for our annual Christmas animation from all of us here at Simpatico. Turn the speakers up!

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How to Avoid the Mother of All Cock-ups

Posted on November 20, 2011 by Garry Urlwin

We have a credo at Simpatico, ‘assumption is the mother of all cock-ups’ and it applies to our industry more than most. It’s always amazing to me that as a reasonably well-evolved species, humans still have great difficultly communicating with each other.

We can all sit through the same meeting, listen to the same words and subsequently walk away with different views on what was said or meant. Rather than seek clarity because we think it’ll make us look stupid, we act stupid by making assumptions about what took place. Continue reading →