Collective Bias Adds To Board of Advisors
by July 11, 2011 12:00 am 57 views
Collective Bias, an advertising and marketing firm in Bentonville, has filled another spot on its newly formed board of advisors with the addition of Sally Hogshead.
Hogshead, who lives in Orlando, visited Collective Bias’ Bentonville office recently for a visit and brainstorming session.
“[Bentonville] has charmed the pants off me,” Hogshead said. “I think I have a bit of a crush on it.”
The board will include five individuals regarded as experts in their various industries.
Hogshead is considered a leader among advertising and branding professionals. She is a noted speaker, two-time author, and has helped several companies including Coca-Cola, Target and Nike develop messages that persuade and fascinate.
Her latest book, published in February 2010 by HarperCollins, is titled “Fascinate: Your 7 Triggers to Persuasion and Captivation.”
In the book – based on a national study by Kelton Research – Hogshead explains why and how people pay attention to the things they do, from products, people, music or anything else they are fascinated by.
Collective Bias, which focuses on the relatively new trend of shopper marketing through social media, “is clamoring to break through the clutter” in order to reach consumers, said CEO John Andrews.
“We’re in the Jurassic period of media creation,” he said. “The social media phenomenon is here and we have to start thinking about media in a very different way.”