APG
- Apr 6, 2018
- 4 min
Can Planners Really Find An Insight In An Hour?
Why the demand for ‘quick-turnaround insights’ devalues great Planning and what we can do about it. In 2011, Richard Huntington wrote a presentation called: ‘What’s So Good About Trends?’ where he explained that a great insight is ‘a revelation’. The opening slide from Richard’s presentation Back in 2011, I was a qualitative researcher, and hadn’t yet made the leap from research into my first planning role. Reading Richard’s presentation and discovering the romance of finding
APG
- Nov 7, 2017
- 2 min
More from the insights treasure trove (Beats by Dre)
Beats by Dre won a gold in the APG awards with what, I think, is a great piece of advertising thinking. The brand and the agency (R/GA) may be super hip, yet the thinking is classical. The brand found a fresh, simple and easy to understand emotional promise and dramatised it brilliantly – the idea that music helps top performers (in sport) to come out on top because of “focus”. Reason to believe – Top athletes use Beats by Dre noise cancelling headphones to cut out the noise/
APG
- Nov 1, 2017
- 2 min
An insight treasure trove (that all strategists should read)
Top news. The 2017 APG awards book is out. Reading it is one of the best “strategy workouts” that a planner can do. So, that’s what i am going to do – and i am going to use it illuminate what we mean by that much used word – “Insight”- and how it helps unlock great work. First up The Grand prix for Barbie – which, i think, has not one, but three great pieces of insight. Founding vision of the brand’s creator. Billed as the “story of how a woman can re-ignite her power, her f
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