• Print
Does Market Research Kill Ad Creativity?;
Loading the player...

Does Market Research Kill Ad Creativity?

It is often cited by ad practitioners that market research holds back the ad industry by designing inappropriate and insensitive research techniques, having the result of making advertisers more conservative and risk averse. The charge is that advertising becomes formulaic and is not able to break new ground. This session will present the case for both sides in this ongoing debate, using some specific examples of campaigns in Vietnam.

  • Print

Phil

Phil Worthington
Managing Director
Millward Brown Vietnam

Phil Worthington is the Managing Director of Millward Brown Vietnam, responsible for overseeing the expansion of the Millward Brown brand in Vietnam.

Phil is one of the most experienced authorities on the development of brands in Vietnam, having worked in the market research industry here since 1994. His particular area of focus is on understanding brands and communication impact.

Interspersed with his time in Vietnam, Phil has also worked for market research companies in Myanmar (1997), the UK (1999-2001) and Thailand (2004-2007) and has a keen understanding of marketing in Southeast Asia. He is a key speaker at brand and marketing events in Vietnam and overseas.

Articles


M2 Network Videos


Collin Crowell, Managing Director - Ringier Vietnam
Video

Collin Crowell, Managing Director - Ringier Vietnam

Building Brands Using Print, Digital & Social

Video

Mervyn Cheo - Chairman & CEO, Phibious Group

Transforming Rural through Digital Video

Video

Collin Crowell, Managing Director - Ringier Vietnam

Building Brands Using Print, Digital & Social

Paolo Garcia - Digital Creative Director, Leo Burnett Vietnam
Video

Paolo Garcia - Digital Creative Director, Leo Burnett Vietnam

The alchemy of CREATIVITY & TECHNOLOGY

Alexandre Dardy - CEO, Lazada.vn
Video

Alexandre Dardy - CEO, Lazada.vn

A perspective on ecommerce in VN through the example of Lazada Marketplace

Kengo Kurokawa, Founder / CEO - Asia Plus Inc.
Video

Kengo Kurokawa, Founder / CEO - Asia Plus Inc.

Understand Vietnamese Youth in Depth

Video

Vincent Van Dessel - Managing Director, Publicis Vietnam

Travel in time - Future of advertising in Vietnam

Ralf Matthaes, Managing Director - Infocus Consulting
Video

Ralf Matthaes, Managing Director - Infocus Consulting

Crawling to the Future - Vietnam Media Scene

Video

Paolo Garcia - Digital Creative Director, Leo Burnett Vietnam

The alchemy of CREATIVITY & TECHNOLOGY

Huy Hoang Nguyen, Business Development Director - Kantar Worldpanel
Video

Huy Hoang Nguyen, Business Development Director - Kantar Worldpanel

How do Vietnamese Consumers Cope with the Current Economic Slowdown?

Video

Ricardo Glenn - Business Director, Kantar Media Vietnam

TV isn’t Really Dying - It's Just Having Babies

Phuong Nguyen, Head of Qualitative - Cimigo
Video

Phuong Nguyen, Head of Qualitative - Cimigo

Getting up Close and Personal with Mobile Research

Trieu Nguyen, Founder & CEO - YouNet Media
Video

Trieu Nguyen, Founder & CEO - YouNet Media

Winning GEN Y by Listen – Understand – Engage in Social Media

Kit Ong - Chief Creative Officer, Y&R
Video

Kit Ong - Chief Creative Officer, Y&R

Promiscuity in Creativity: Or Why it's good to F**k around with information

Video

Kengo Kurokawa, Founder / CEO - Asia Plus Inc.

Understand Vietnamese Youth in Depth

Video

Ralf Matthaes, Managing Director - Infocus Consulting

Crawling to the Future - Vietnam Media Scene

Harlow Russell, President - MuaBanNhanDat.vn
Video

Harlow Russell, President - MuaBanNhanDat.vn

Gen Y & Digital Marketing? Changing Vietnamese Property Buyer Behavior

Video

Ralf Matthaes, ESOMAR Representative Vietnam

2016 Industry Overview & Future Trends

Video

Huy Hoang Nguyen, Business Development Director - Kantar Worldpanel

How do Vietnamese Consumers Cope with the Current Economic Slowdown?

Lam Tran, CEO - Vice
Video

Lam Tran, CEO - Vice

Digital Marketing and E-Commerce in Vietnam

Video

Phuong Nguyen, Head of Qualitative - Cimigo

Getting up Close and Personal with Mobile Research

Phil Worthington, Managing Director - Millward Brown Vietnam
Video

Phil Worthington, Managing Director - Millward Brown Vietnam

Communicating Your Brand to the Multi-media Generation

Video

Trieu Nguyen, Founder & CEO - YouNet Media

Winning GEN Y by Listen – Understand – Engage in Social Media

Video

Truong Nguyen - Founder / CEO, chopp.vn

Developing an Old Business for a New Market

Video

Eric Olander - Chief Revenue Officer / Director, Ringier LABS

The Existential Threat Facing Advertising Agencies

Kit Ong - Chief Creative Officer, Y&R
Video

Kit Ong - Chief Creative Officer, Y&R

Promiscuity in Creativity: Or Why it's good to F**k around with information

Video

Harlow Russell, President - MuaBanNhanDat.vn

Gen Y & Digital Marketing? Changing Vietnamese Property Buyer Behavior

Video

Rakesh Singh - Managing Director, Havas Media

Future Agencies of Vietnam: The Game of Thrones

Video

Mujalint Srivarintr - Managing Director, B.M.C by TPG

The brighter future of Agency in Vietnam…

Video

Dang Ngoc Thanh Thao - CMO, Yan Media Group (YMG)

5 Questions Marketers Must Answer Before Creating A Video

Video

Michael Ton - Client Services Director, Mullenlowe Vietnam

How to work best with your Ad Agency and creative team

Video

Lam Tran - CEO, Wise Pass

How WisePass has helped liquor brands to leverage mobile

Video

Lam Tran, CEO - Vice

Digital Marketing and E-Commerce in Vietnam

Video

Khiem Truong - Founder / CEO, DSquare

Brand-Agency relationship in digital age

Thue Quist Thomasen - Co-founder, Decision Lab
Video

Thue Quist Thomasen - Co-founder, Decision Lab

How to Win The New Consumer in 2017

Ralf Matthaes - Infocus Consultants
Video

Ralf Matthaes - Infocus Consultants

Vietnamese Consumer Confidence And Spending Impact 2017

Andrew Duck - Chief Technology Officer, Zinio
Video

Andrew Duck - Chief Technology Officer, Zinio

Engaging Consumers in The State of Mobile

Kimble Ngo - Chief Wizard, Kyanon Digital
Video

Kimble Ngo - Chief Wizard, Kyanon Digital

Transform or Die - Vietnam Consumers, Are You Boring Them?

Phuong Nguyen - Vietnam Country Manager, AdAsia Holdings
Video

Phuong Nguyen - Vietnam Country Manager, AdAsia Holdings

Native Advertising Moving Beyond Display

Chris Tran - Vietnam Country Manager, Riot Games
Video

Chris Tran - Vietnam Country Manager, Riot Games

Sports Marketing in the Digital Age