I think all the research industry should adopt a CFO, because what the CFO wants to know is not whether that ad. tested better than that ad., but does the whole program move us ahead in making brands more valuable in peoples’ lives and therefore dropping to the bottom line. (Alan C. Middleton)

ESOMAR’s 2008 Congress is nearly upon us and in this exclusive preCast, BrainJuicer Chief Juicer John Kearon chats with three of the keynotes about how cultural and technological changes are impacting peoples’ lives, and how the disciplines of marketing, branding and research need to adapt to keep pace with such change.

John is joined by former senior JWT executive Alan C. Middleton, popular anthropologist Grant McCracken, and design entrepreneur Richard Eisermann.

Listen to the podcast here

 STARRING 

• Alan C. Middleton, Assistant Prof. of Marketing and Executive Director, Executive Education Centre, Schulich School of Business, York University
• Grant McCracken, Anthropologist, Research Affiliate, MIT
• Richard Eisermann, Co-founder, Prospect
• John Kearon, Chief Juicer, BrainJuicer (host)

Listen to other podcasts in this series

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Interview begins @ around 25:49

Series:AdTalk
Series:MarketingTalk

…at the quality of creativity and execution in the expanding user-generated audio and video space. Below is an example of just how close ‘amateurs’ are getting to delivering to a professional standard - it’s almost indistinguishable from a music vid on MTV, which I guess is half the point.

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