WPP President Rose Herceg in Perth to present a new chapter of ground-breaking study ‘Secrets & Lies’ at The Brand Agency
‘Secrets & Lies: Fact, Fiction and What’s New in 22’ is the sixth chapter of a major study undertaken by WPP in Australia and New Zealand that sets out to measure the differences between what we say and what we really think.
Rose Herceg, President of WPP in Australia and New Zealand, presented the research and findings to a large group of The Brand Agency clients and staff on Monday evening.
For chapter six, the study revisited key themes uncovered in the first five reports, from individual and national identity to age, technology and language.
Research for the chapter was conducted immediately after the federal election in late May 2022 – with a sample of 2000 Australians weighted by age, gender, and region to reflect the latest ABS population estimates.
Commenting on the study, Rose Herceg said: “The findings from the report are clear. Australians are looking for that magic again, and marketers really need to put the work in to make the customer feel extra special. Consumers want marketers to be imaginative, ambitious and extraordinary. These elements will help re-ignite the lost spark, and it’s great to be working directly with our clients to help them achieve this.”
Nick Bayes, Managing Director of The Brand Agency, said: “It is great to welcome Rose back to WA and to spend time with our clients discussing the findings of our latest Secrets & Lies study. The world we live in has changed drastically over the past four years and Secrets & Lies provides invaluable and often surprising insights into what this means for marketers.”
