Secrets and Lies at The Brand Agency

Rose Herceg, Chief Strategy Officer at WPP AUNZ, presented the thought-provoking findings from Secrets and Lies, one of the first studies of its kind in Australia and New Zealand, to a packed room of The Brand Agency clients and friends this week.

Based upon comprehensive research conducted by WPP AUNZ agencies Colmar Brunton and AMR, it includes in-depth interviews and a survey of more than 4,000 people. The Secrets and Lies study measures the difference between what we tell ourselves and each other versus the secrets and lies we keep to ourselves.

The study also partnered with renowned anthropologist Michael Henderson who interpreted the findings, and opened the doors to some intriguing conversations and startling insights that could make future marketing campaigns very different if they’re built on the premise that our audience is hiding something.

“Rose highlighted some fascinating insights into why we keep secrets and tell lies, and they were generally based around protection, privacy and power. As marketers we need to take these three extra P’s into account, alongside the 4P’s of traditional marketing practice,” said  The Brand Agency Managing Director, Nick Bayes.