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April 7, 2015
Firms Provide Psychology Aid to Help Agencies
 
Agencies need to be able to position themselves in a way that not only makes them still economically relevant, but also valuable. One such way to do that is to lay more emphasis on how additional fields of science can actually help advertising and marketing be more effective.

We received an email the other day from a Canadian-based agency named Sunient. It was offering a psychology pack that would help agencies use psychology-tested methods to make their advertising more effective.

Very interesting.

When we covered the beginning of advertising agencies, we related the facts (which are all found in ADText, the online book written by Professor Barr) that agents were carrying ads from the business to the media because it saved the business time. It later developed into agencies creating ads to save the business time.

Now agencies like Sunient are bolstering their offerings and getting more diverse so they can save businesses money and create more value in the ads by running them through some basic psychology truths.

Not a bad idea.

While we do recommend that all marketing and advertising professionals have an understanding in psychology and social behavior, offering it as a separate service is really taking it to another level. We hope to see more agencies and innovators, like Sunient seems to be, rise up to create a little more noise in the ever-consolidating world that is AdLand.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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