Academics and Advertising Agency Collaboration

On 6th February 2018, I started working with Professor Jeannette Littlemore and Dr Paula Perez-Sobrino on a collaborative project with a local Birmingham advertising agency, Big Cat Agency. The project aims to investigate how figurative messaging can impact people's responses to advertising campaigns through the 

Read the Business Birmingham article for more

use of innovative technology. With a particular emphasis on non-profit organisations, the advertising campaigns and creative designs produced by Big Cat containing figurative messaging will be tested using eye-tracking technology (ET), qualitative interviews, and electrodermal activity measurement (EDA). ​
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Since starting work on this project, I have attended multiple meetings with one of the clients benefitting from the collaborative project, Solihull Community Housing (SCH), in addition to being a part of focus groups with their customers. These meetings have been very insightful and have helped to inform and highlight the importance of examining figurative messaging in different creative campaign and rebranding designs, for marketing SCH and other non-profit organisations.

​The project combines expertise from research and business to improve the real-world application and impact of linguistics and social science. I am very excited to be working on the project and look forward to seeing how it unfolds.

For more information about the project, read the Business Birmingham article here.
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© Copyright Samantha Ford 2018