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business

AnthroCurrents — August 23, 2016

The Olympics just ended, the American presidential election campaigns are in full swing, and academic anthropologists are returning to the classroom after summer travel and research. But today let’s focus on how practicing anthropologists are raising the profile of our discipline in the business and corporate world.

Maia Green (U. of Manchester) reviews The Silo Effect: Why Every Organisation Needs to Disrupt Itself to Survive by Gillian Tett (Financial Times). The book, among other things, explains how the outside observer perspective of anthropologists is a critical tool for corporate change.

Meanwhile, business and marketing consultants are realizing—and writing about—how an… Continue reading

NAPA Career Profiles: Tim De Waal Malefyt

Timothy de Waal Malefyt has been a leading strategist in brand development for 15 years, working with companies like BBDO Worldwide and D’Arcy in New York and Benton & Bowles in Detroit.

“As a corporate anthropologist in the field of practice, I’ve worked in consumer marketing and advertising for several large firms. I am curious about how advertising messages can be meaningful to people, how products and brands engage people in ways that express who they are, what’s important to them.”

According to Tim, “Old School” advertising can turn people off as the typical ‘push’ approach can feel annoying to… Continue reading