Ray Heckendorf, CEO and Creative Director, Oddfellows
Ray says that Oddfellows uses testing to find out how far the team can push ads to make them different from the rest of the market.
'It's easy to write ads that tick all the boxes, but when you open the paper your ad looks the same as everybody else's,' he says. ‘We're constantly doing testing to see how far we can push offers and creative.'
'I like testing material as it develops. With Celsius [which conducts research on Toyota's behalf using Ameritest] it's quite easy to test that material and the results give us good ideas as to what's working, down to the components of the TV spots. We can craft the final spots so we don't waste a frame, and it gives the clients more peace of mind that money is being spent in the right direction.'
'A lot of creative guys think research ruins the brew, but I think it improves the brew,' says Ray.
Research , periodical of the Australian Social and Market Research Society, June 2007.
'It's easy to write ads that tick all the boxes, but when you open the paper your ad looks the same as everybody else's,' he says. ‘We're constantly doing testing to see how far we can push offers and creative.'
'I like testing material as it develops. With Celsius [which conducts research on Toyota's behalf using Ameritest] it's quite easy to test that material and the results give us good ideas as to what's working, down to the components of the TV spots. We can craft the final spots so we don't waste a frame, and it gives the clients more peace of mind that money is being spent in the right direction.'
'A lot of creative guys think research ruins the brew, but I think it improves the brew,' says Ray.
Research , periodical of the Australian Social and Market Research Society, June 2007.
