So what does the formula P² + C = 5 mean?P² is the Public screen (e.g. OOH/TV) working with the Private screen (mobile and on-line) that amplifies outcomes for brands.
C is the Creative contribution, using ‘distinctive assets’, context and a ‘creative bridge’ to move assets across platforms, priming audiences in their first exposure in high-attention channels.
5 is the outcome of P² plus C, referring to how Attention sits at the heart of how we create Trust to drive Awareness, Consideration and Activation.
This book is a call to arms. It captures a moment in time for brands, not just about the impact of Covid-19, but about how brands prosper and grow in our changing world. The algebra in the title is the new formula for better advertising and is made even more important by the Covid crisis. The learnings in this book and the new formula for success are vital as we consider post-Covid marketing. It won’t be, and shouldn’t be simply a ‘new normal’ where the existing rules get a tweak. Rather it should be a ‘new different’ a chance to rethink and reinvent how we think about marketing.Justin GibbonsWork Research Founder
The book is available from 29th September in digital, audio and physical form. Just click here for which ever version you prefer.
About the Author
He founded Work Research in 2006 as a media specialist research business.
In 2018 and 2019, Justin co-authored the publications The Brand Gap and Bridging the Brand Gap with Tony Regan, his partner at Work Research.
Justin has worked on research projects for businesses including Channel 4, ITV, JCDecaux UK, News UK and Global.