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Matt Rose

Strategic planner at Base2 Digital
(Johannesburg, South Africa)
Matt Rose, avid trend watcher passionate about SA's people, is a strategic planner at Base2 Digital Johannesburg (WPP) , specializing in market research, shopper marketing, behavioral psychology. He brings a grounded, often controversial approach to uncovering consumer insights. Honours include 2010 Loeries finalist (Digital) and 2011 Cannes Lions shortlisting (Digital). Email , follow him on @mlwrose Twitter, connect LinkedIn.
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Different Light: Category Marketing
[Matt Rose] What is category marketing? It's looking at your brand/consumer relationship in a totally 'different light' of possibility in categories of which you do not find yourself as part (video). 3 Apr 2013 06:42
Safe Sext: The desire of youth for less restrictive digital shadows
[Matt Rose] Ever heard of SnapChat? Well it's making waves in the social media scene, but why? The world of social media and online socialisation presents users of today with more ways to connect but increasingly the youth are looking for ways to express, explore and connect without consequence or concerns about their "expression" falling into the wrong hands. 10 Jan 2013 06:00
The path-through-purchase and social
[Matt Rose] Leo Burnett is pioneering a new approach to shopper marketing that pays attention to extending the shopper journey both pre- and post-purchase. This idea has been doing the rounds at large multinational corporations as they look for better ways to find new audiences beyond 'interruption' marketing. This article is a quick summary of some of the innovative thinking coming from the Leo Burnett strategic function. 30 Nov 2012 07:15
Six 'Real Tips' your brand's social media manager can start using today
[Matt Rose] This article is about providing a few practical best practice suggestions to brand managers and community managers within a social media context. It's a new frontier and an ever-changing culture and I realise we can't take a "one-size-fits-all" approach, but hopefully these can serve as a starting block or at least some food for thought. Enjoy! 25 Jul 2012 11:05
Emoticons 'r' us
[Matt Rose] Considering the amount of texting we do today, emoticons have 'exploded' and, whether used in Skype, BBM, SMS or WhatsApp, they have become a distinct style of expression and form a vital part of casual/digital vernacular punctuation. But what are the implications of these obscure little visages for marketers? 29 Mar 2012 14:04
[2012 trends] Apocalypse now!
[Matt Rose] 2012 is the year of the apocalypse (thanks, Mayans). But if you think about it, in a way they are right. Every year it ceases to be the end of the world as we know it. The world is in a constant state of revolution and innovation. 17 Jan 2012 15:05
Educational broadcasting in SA: resonance and interactivity
[Matt Rose] South African audiences were shocked and amazed when a previously unseen form of programming hit the small screen between 3 February 1999 and March 2001. The SABC's Yizo Yizo combined gritty documentary with a soap-opera format. What stands out is the combination of its educational format with the explicit depiction of criminal and sexual encounters and use of vulgar language. 5 Dec 2011 11:52
Abnormal (brand) psychology 101
[Matt Rose] Internationally, Skittles are positioned as self-centered and psychotic. Diesel's latest tagline is "be stupid'. AnimalPak supplements reek of obsession and loneliness, and Bentley embraces its position as supremely arrogant. These ideas are appealing for the same reasons that The Joker is arguably more intriguing than Batman and why Lex Luther is more resourceful and imaginative than Clark Kent. 17 Oct 2011 11:39
HTML5: five things for marketers to consider
[Matt Rose] HTML5 is the latest platform for web development and will make surfing the net much more interactive and media-rich (especially though mobile browsers). This means that, at a fundamental level, it will change the way we consume content and thus as marketers we should start thinking about the practical implications of this. 1 Sep 2011 12:12
What? No such thing as marketing "insights"?!
[Matt Rose] Recently an article by Farrah Bostic, objecting to the over-inflated status of the word "insight" when it comes to advertising planning, really inspired me. It brought to light some interesting perspectives about how this term has been in vogue the last few years and usually is a way to 'dress up' common sense observations or interesting statistics. 26 Jul 2011 12:30
Brand charity (false ideologies not sold separately)
[Matt Rose] South African consumers, like other westernised nations, are all too familiar with products and brands that seem to be affiliated with certain 'causes'. Don't get me wrong; I am not against philanthropy or charity, but after being exposed to Slovenian philosopher Slajov Zizek's commentary on this issue called "first as tragedy, then as farce", I felt deeply disturbed by this global marketing trend. [video] 30 Jun 2011 14:39
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