Changing consumer priorities are forcing a marketing rethink, says WPP AUNZ study
The traditional 4Ps of marketing need to be rethought as consumers are changing their attitudes towards ‘protection, privacy and power’, says WPP AUNZ in a survey that found Australians frequently lie about their behaviour and beliefs.
WPP AUNZ interviewed 2500 people in its ‘Secrets & Lies, Uncovering the Underbelly of Australia’ survey which analysed the difference between what Australians tell others against what they think or do.
WPP AUNZ chief strategy officer, Rose Herceg: “Our research shows that Australians lie about all sorts of things”
Utter crap.
Product, price, promotion, place are still absolutely foundational.
Either bad wording from Ms. Herceg and Mr. Connaghan or WPPAUNZ is once again losing their mind.
I am not sure of any modern CMO’s who speak of the 4P’s. But it is an interesting study flaws aside
It’s an interesting by-product of the group structure that all the operating companies either benefit or suffer from group level “thought leadership”. Do all the agencies sign up to this stuff? Should we expect to see these new Ps underpinning strategy work from the various brand agencies and PR consultancies? How will it be activated? Or is it just a bunch of sound bites? Brand Asset Valuator is an example of some older WPPIP that tried to play a similar role…