Even bad clients deserve quality advertising: using the templates creative ideation technique to overcome the limitations of client quality

This paper examines how ideation techniques like the Templates method (Goldenberg, Mazursky and Solomon 1999) can overcome the limitations of poor client quality and low intrinsic motivation so to produce highly creative outcomes. We present a 2 X 4 experiment manipulating client quality and ideation techniques respectively, involving 207 working creatives in major agencies in South Africa and Nigeria. Each creative was asked to develop two ads in response to a hypothetical brief. Creatives’ self-reports were analysed using ANOVA and showed not all ideation techniques work in all client situations. The Unification template overcomes motivational limitations in situations of a poor quality client. Alternatively, the Metaphor template works well on average, little known client. The Extreme consequences template does not work well in either situation

ROCK Inhibitor Increases Proacinar Cells in Adult Salivary Gland Organoids

Salisphere-derived adult epithelial cells have been used to improve saliva production of irradiated mouse salivary glands. Importantly, optimization of the cellular composition of salispheres could improve their regenerative capabilities. The Rho Kinase (ROCK) inhibitor, Y27632, has been used to increase the proliferation and reduce apoptosis of progenitor cells grown in vitro. In this study, we investigated whether Y27632 could be used to improve expansion of adult submandibular salivary epithelial progenitor cells or to affect their differentiation potential in different media contexts. Application of Y27632 in medium used previously to grow salispheres promoted expansion of Kit+ and Mist1+ cells, while in simple serum-containing medium Y27632 increased the number of cells that expressed the K5 basal progenitor marker. Salispheres derived from Mist1CreERT2; R26TdTomato mice grown in salisphere media with Y27632 included Mist1-derived cells. When these salispheres were incorporated into 3D organoids, inclusion of Y27632 in the salisphere stage increased the contribution of Mist1-derived cells expressing the proacinar/acinar marker, Aquaporin 5 (AQP5), in response to FGF2-dependent mesenchymal signals. Optimization of the cellular composition of salispheres and organoids can be used to improve the application of adult salivary progenitor cells in regenerative medicine strategies

The role of consumer insight in creative advertising development: essential aid or cognitive bias?

Advertising professionals praise the role of consumer insight in solving advertising problems creatively. Marketing clients and account planners claim to use insight to inject the necessary strategy into a campaign, building a creative platform upon which a brand connects with consumers. Although insight is widely seen as an invaluable aid, another perspective is that insight can create mental set fixation, a cognitive bias that reinforces only limited perspectives on a problem, thus inhibiting creativity. This study examines whether strong, weak or no primed insight conditions help or hinder professional creatives to develop highly creative advertising ideas, testing across two media, print and television. Self-assessments of creatives show that they see insight as compensating for low domain knowledge. However, assessments by objective judges, who are also creatives, show insight works by compensating for low intrinsic motivation. Although we show consumer insight can improve the quality of creative ideas, it should be carefully managed to produce consistently high-quality creative work

How does consumer insight support the leap to a creative idea inside the creative process: shifting the advertising appeal from functional to emotional

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to "leap." We argue that insight gives creatives a license to develop emotional advertising that connects with consumers. An experiment is performed using 60 working creatives who developed creative advertising ideas under three treatment conditions; a strong insight, a weak one and a no primed insight control. Although the knowledge domains creatives use in executions appear similar across the three conditions, providing insight leads to more emotional appeals rather than functional ones, especially for strong insight

The impact of deep-sea fisheries and implementation of the UNGA Resolutions 61/105 and 64/72. Report of an international scientific workshop

The scientific workshop to review fisheries management, held in Lisbon in May 2011, brought together 22 scientists and fisheries experts from around the world to consider the United Nations General Assembly (UNGA) resolutions on high seas bottom fisheries: what progress has been made and what the outstanding issues are. This report summarises the workshop conclusions, identifying examples of good practice and making recommendations in areas where it was agreed that the current management measures fall short of their target

Denial at the top table: status attributions and implications for marketing

Senior marketing management is seldom represented on the Board of Directors nowadays, reflecting a deteriorating status of the marketing profession. We examine some of the key reasons for marketing’s demise, and discuss how the status of marketing may be restored by demonstrating the value of marketing to the business community. We attribute marketing’s demise to several related key factors: narrow typecasting, marginalisation and limited involvement in product development, questionable marketing curricula, insensitivity toward environmental change, questionable professional standards and roles, and marketing’s apparent lack of accountability to CEOs. Each of these leads to failure to communicate, create, or deliver value within marketing. We argue that a continued inability to deal with marketing’s crisis of representation will further erode the status of the discipline both academically and professionally

Professionalism, Golf Coaching and a Master of Science Degree: A commentary

As a point of reference I congratulate Simon Jenkins on tackling the issue of professionalism in coaching. As he points out coaching is not a profession, but this does not mean that coaching would not benefit from going through a professionalization process. As things stand I find that the stimulus article unpacks some critically important issues of professionalism, broadly within the context of golf coaching. However, I am not sure enough is made of understanding what professional (golf) coaching actually is nor how the development of a professional golf coach can be facilitated by a Master of Science Degree (M.Sc.). I will focus my commentary on these two issues

Characterising and Predicting Benthic Biodiversity for Conservation Planning in Deepwater Environments

Understanding patterns of biodiversity in deep sea systems is increasingly important because human activities are extending further into these areas. However, obtaining data is difficult, limiting the ability of science to inform management decisions. We have used three different methods of quantifying biodiversity to describe patterns of biodiversity in an area that includes two marine reserves in deep water off southern Australia. We used biological data collected during a recent survey, combined with extensive physical data to model, predict and map three different attributes of biodiversity: distributions of common species, beta diversity and rank abundance distributions (RAD). The distribution of each of eight common species was unique, although all the species respond to a depth-correlated physical gradient. Changes in composition (beta diversity) were large, even between sites with very similar environmental conditions. Composition at any one site was highly uncertain, and the suite of species changed dramatically both across and down slope. In contrast, the distributions of the RAD components of biodiversity (community abundance, richness, and evenness) were relatively smooth across the study area, suggesting that assemblage structure (i.e. the distribution of abundances of species) is limited, irrespective of species composition. Seamounts had similar biodiversity based on metrics of species presence, beta diversity, total abundance, richness and evenness to the adjacent continental slope in the same depth ranges. These analyses suggest that conservation objectives need to clearly identify which aspects of biodiversity are valued, and employ an appropriate suite of methods to address these aspects, to ensure that conservation goals are met

A re-interpretation of the concept of mass and of the relativistic mass-energy relation

For over a century the definitions of mass and derivations of its relation with energy continue to be elaborated, demonstrating that the concept of mass is still not satisfactorily understood. The aim of this study is to show that, starting from the properties of Minkowski spacetime and from the principle of least action, energy expresses the property of inertia of a body. This implies that inertial mass can only be the object of a definition - the so called mass-energy relation - aimed at measuring energy in different units, more suitable to describe the huge amount of it enclosed in what we call the "rest-energy" of a body. Likewise, the concept of gravitational mass becomes unnecessary, being replaceable by energy, thus making the weak equivalence principle intrinsically verified. In dealing with mass, a new unit of measurement is foretold for it, which relies on the de Broglie frequency of atoms, the value of which can today be measured with an accuracy of a few parts in 10^9