Atticus Journal Volume 25
Atticus Awards & Journal
As organisations and brands adapt to a changed world, original thinking in marketing communications has never been more important. It’s what our clients count on us for, and it’s what sets us apart from our peers.
Open to anyone working across WPP’s global network, the Atticus Awards recognise the best in original published thinking on the issues and trends shaping our industry, business and society. The Atticus Journal, which is now in its 26th year, compiles the winning entries and extracts.
2019/2020 Atticus Award winners
Congratulations to Imke Schuller and Eissa Khoury (Landor) for winning the Adam Smith Grand Prix for their paper Culture is brand. Brand is culture.
Other category winners were Amy Walker (GroupM); Christopher Graves (Ogilvy) with Jon Puleston (Kantar); Joelle Irvine and Alexandra Snell (Bookmark); Laurie Close, Paul English, Ann Higgins and Iain McCrossan (Ogilvy); Oliver Feldwick (The&Partnership); Sophie Harding (Mindshare); Stefan Tauber (Set Creative); and Victoria Sakal and Dr. Emmanuel Probst (Kantar). Ogilvy Consulting scooped the Corporate Award for its The Behavioural Science Annual publication, and Raquel Harrah won the Under-30 Essay Prize.
Highly commended were Douglas Dew, Qu Hong, Chen Zhao, Shaila Manyam and Jessica Reilly (BCW Global); Gareth Price (Wunderman Thompson); Howard Thompson and Iris Chin (MediaCom); Jan Boehmer (The&Partnership); Mathias Stuhaug (GroupM); Randy Kohl and Sarah Luce (Gorilla Group); and Rob Norman and Brian Wieser (GroupM).
Winning and highly commended work
10 Nov 2020
Putting the C in success
For fast-growing unicorn companies, culture is a critical driver of success, not just a people issue
10 Nov 2020
The eightfold path of paradox
To succeed in China, business leaders must get to grips with its complicated world view
10 Nov 2020
All your customers’ needs, under one roof
Ecosystem brands meet consumers' wants and exceed their expectations
10 Nov 2020
Navigating the new Silk Road
Chinese brands face unique challenges as they go global
10 Nov 2020
Diversity’s last frontier
It's time agencies harnessed the creative power of the neurodivergent brain
10 Nov 2020
When marketing meets science fiction
AI offers enormous potential, but what about the ethical challenges?
10 Nov 2020
A machine for creativity
Peggy Olson AI marries gut feeling with data to predict viewers' emotional responses to ads
10 Nov 2020
Cognitive resonance: harmonising emotional and rational advertising
What it means in marketing terms when "figures sing"
10 Nov 2020
An eye for a great buy
How image recognition technology is taking search to the next level
10 Nov 2020
Putting your store on a solid foundation
Why moving to a new tech platform requires meticulous planning
10 Nov 2020
The decision-making genome
Using behavioural science to map more effective, personalised content
10 Nov 2020
The maths challenge
A successful data analytics strategy is built around five core competencies
10 Nov 2020
What brands can learn from playing games
Gaming mechanics and tactics could drive both engagement and revenue
10 Nov 2020
What’s over the horizon for search?
The search landscape is becoming more fragmented with voice, image and AI gaining ground
10 Nov 2020
The killer robots can wait
Which enterprises will win out in the AI race and what factors will drive their success?
10 Nov 2020
Chief magic officer
As old marketing models struggle with new channels, it's time for enterprise-wide transformation
10 Nov 2020
Bring back that loving feeling
It's emotion, not reason, that wins the hearts of new B2B customers
10 Nov 2020
Making a good impression
Applying behavioural science insights to support social outcomes
Adam Smith Grand Prix
(from the Strategy Innovation category)
Culture is brand. Brand is culture
Imke Schuller and Eissa Khoury – Landor, London
Brand Experience
Winner
Marketers have to play more videogames to make better brand experiences
Stefan Tauber – Set Creative, New York
Shortlisted
I don't want no satisfaction
Belle Frank and Mitch Markel - VMLY&R and Benenson Strategy Group, New York
Biohacking: When biology becomes a data source for marketers
Dayoán Daumont – Ogilvy Consulting, London
Brand Communications
Winner
The CMO and the opportunity of an era: Surviving and Thriving in the Age of Marketing Transformation
Laurie Close, Paul English, Ann Higgins and Iain McCrossan – Ogilvy Consulting, London
Highly Commended
A discipline divided?
Gareth Price - Wunderman Thompson, London
Shortlisted
Tinker, Tailor, Soldier, Spy
Peter Buell Hirsch - Ogilvy, New York
Branding and Identity
Winner
From Lego to Apple: The new era of brand building is ecosystem-driven growth
Victoria Sakal and Dr. Emmanuel Probst – Kantar, San Francisco
Highly Commended
Grow Global – Developing Business Growth Overseas for Chinese Brands
Howard Thompson and Iris Chin – MediaCom, China
Shortlisted
#Food_Hacktivist
Elise Craft – Ogilvy, London
Corporate
Winner
The Behavioural Science Annual
Ogilvy Consulting, London
Commerce
Winner
Visual Search: A New Opportunity for Retail Brands
Joelle Irvine and Alexandra Snell – Bookmark, Montreal
Highly Commended
The Ecommerce Replatforming Checklist 3.0
Randy Kohl and Sarah Luce – Gorilla Group, Chicago
Shortlisted
D2C DNA
Andrew Heddle and Zac Kraemer – VMLY&R, Minneapolis
Creativity with Purpose
Winner
Why Neurodiversity Works for Creativity
Amy Walker – GroupM, London
Shortlisted
Unstereotyped: how brands can get their gender strategy right
Duncan Southgate – Kantar, Frankfurt
Enlightened brand value
Oliver Feldwick - The&Partnership, London
Data-Driven Insights
Winner
The Real Why & The Hidden Who
Christopher Graves and Jon Puleston – Ogilvy Consulting, Washington and Kantar, London
Highly Commended
The 5 Pillars of Data Success: A skills-based team approach to data-driven marketing
Jan Boehmer - The&Partnership, Cologne
Shortlisted
Decisions for Healthy Living
Julia Ayling and Karen Saba - Mindshare, London
Strategy Innovation
Winner
Culture is brand. Brand is culture
Imke Schuller and Eissa Khoury – Landor, London
Highly Commended
The China Prism
Douglas Dew, Qu Hong, Chen Zhao, Shaila Manyam and Jessica Reilly – BCW Global
Shortlisted
Direct to Consumer Revolution: How to innovate in established markets
Sara Borchiero and Alberto Gianera - CBA, Milan
Technology-Powered Creativity
Winner
Do androids dream of electric consumers? Ethical considerations at the intersection of AI, creativity and marketing
Oliver Feldwick - The&Partnership, London
Highly Commended
Create with Peggy: AI-fueled Creativity
Mathias Stuhaug - GroupM, Copenhagen
Shortlisted
Send Me a Voice Note!
Marguerite Steyn – Kantar, Cape Town
Under-30 Essay
Winner
Cognitive Resonance: Harmonizing Emotional and Rational Advertising
Raquel Harrah - Wunderman Thompson, Washington