Unlike most ad agencies in SA that use research and psychology to inform their strategies, Demographica focuses on anthropology to lead its B2B marketing. CEO and Founder Warren Moss came across a case study in 2014 that would later prove to be groundbreaking for the agency. Titled “An Anthropologist Walks into a Bar”, the study followed the journey of a craft beer company in America that employed a team of anthropologists to help them increase sales. The concept resonated with Moss, who identified with the way in which anthropology – the study of human behaviour in terms of culture and context – uses the idea of immersion to solve problems. As opposed to the research and psychology used by traditional advertising agencies, anthropology doesn’t rely on verbal indicators to solve problems, but rather on visual ones. “Very often, a client will have a problem with a product that has less to do with the product itself than with the environmental context,” explains Moss. “A traditional a...

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