1.
The problem is not your creative…
…it's how you get your insight
by Andrew HO
@andiho
MD FACE Asia
At Spikes Asia, September 2014

2.
Where is the insight?
Client Creative Planner Researcher

3.
It’s the same place where your
idea ends up…

4.
Create
Insight
Creatively

5.
Everything is worse than before

6.
We don’t talk anymore…

7.
Economies of sameness

8.
We are still selling

9.
“I have never made my
discoveries through the
process of rational
thinking”
- Big Albert E.

10.
1. Mistaking popularity for relevancy

11.
It’s more
important
to be
interesting
than right

12.
The best work came from the
7th most “relevant” insight

13.
2. The agency is supposed to make it
interesting

14.
Not
interesting
“Brief”
Hopeful
planners desk
research
Creative
development
Testing
Cycle of death
Not
interesting

15.
3. Everyone hates research
(as we know it)

16.
Ooh. They have Starbucks…
Kill me Kill me
Kill me
Kill me
Kill me
Kill me
Kill me
Kill me

17.
Insight, strategy
& creativity is
everyone’s
responsibility

18.
What if we treat
insight
development
like creative
development?

19.
A great insight
is 50% of an
idea
So why don’t
we nurture them
the same way?

20.
“Brief”
Hopeful
planners desk
research
Creative
development
Testing
Cycle of death
Stop doing this

21.
The creative
opportunity
starts here
1. Turn things
upside down
and do this…

22.
2. Brainstorm
potential
insights
Use wisdom
Provoke
Anticipate
Create insights you
would want to work
on

23.
3. Insights as
conversation
starters
Sculpt & test for
interestingness

24.
4. Celebrate
category
insights as
much as
consumer ones

25.
5. Remix &
reframe insights

26.
6. Interesting &
interested
people only
please

27.
Be more
proactive with
insight, be
creative…
GO LARGE: Leap into it
on a new project
START SMALL: Use
invented insights as a
more interesting warm
up in any research

28.
andrew.ho@facegroup.com
CHEERS