Interviews, insight & analysis on digital media & marketing

Sepi Arani, carwow: Shark attacks and automotive advertising

Sepi Arani, Head of OEM at carwow discussed the issue of recency bias in his 99-second talk at the 99//Club Digital Festival. “When we make advertising decisions about our customers, our brains are hardwired to remember things we’ve heard recently, or to recall our own personal experiences”.

“In covid-19 we’re far more likely to let news and social media influence our decisions and, therefore, how we run our businesses, rather than truly understanding customer needs”, Sepi argued. The solution? “Turn off the news and turn on a pipeline of real customer data”.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.