To spot a genius where you work just ask yourself who’s really a pain in the ass to work with. If you know someone, there’s a 99.99% chance it’s just a regular asshole and about a 0.01% chance it’s who you’re looking for.
Some say that planning is dead because we can test and learn from concepts in advertising in a more agile way today than ever before. That might be true, however we can’t deny that planning narrows the list of concepts we have to test a hell of a lot.
To fail in advertising is to assume that advertising helps products find audiences, when it actually helps audiences find products.
Advertising helps people find what they are looking for.
If you don’t know what people are looking for, you have to make it seem like they are looking for what you are advertising.
A simple, and wonderfully frank talk by Dave Trott at APG in the UK regarding the art of persuasion.
Everything from freud to Husserl, all mixed in with some football references.
“Never assume an ad will be noticed”
“Behavioural economics is about moving questions upstream enough to find out how we can solve business problems with a really great idea.”
“Insight doesn’t sell, an idea does. An idea based on insight.”
For a longer version –>
The vacuum left behind by Steve Jobs is getting more and more painfully obvious every day, here even witnessed among Apple’s competitors. Have you ever seen anything that makes you cringe more than this presentation + video by Samsung? Talk about being “off brand”, if they ever had one. Zero consistency equals zero culture.