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The problem isn’t your creative… it’s how you get your insight

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Andrew Ho's presentation from his talk entitled “The problem isn’t your creatives… it’s how you get your insight” at Spikes Asia. Andrew discussed how creativity isn’t just the responsibility of advertising agencies.

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The problem isn’t your creative… it’s how you get your insight

  1. 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. 2. Where is the insight? Client Creative Planner Researcher
  3. 3. It’s the same place where your idea ends up…
  4. 4. Create Insight Creatively
  5. 5. Everything is worse than before
  6. 6. We don’t talk anymore…
  7. 7. Economies of sameness
  8. 8. We are still selling
  9. 9. “I have never made my discoveries through the process of rational thinking” - Big Albert E.
  10. 10. 1. Mistaking popularity for relevancy
  11. 11. It’s more important to be interesting than right
  12. 12. The best work came from the 7th most “relevant” insight
  13. 13. 2. The agency is supposed to make it interesting
  14. 14. Not interesting “Brief” Hopeful planners desk research Creative development Testing Cycle of death Not interesting
  15. 15. 3. Everyone hates research (as we know it)
  16. 16. Ooh. They have Starbucks… Kill me Kill me Kill me Kill me Kill me Kill me Kill me Kill me
  17. 17. Insight, strategy & creativity is everyone’s responsibility
  18. 18. What if we treat insight development like creative development?
  19. 19. A great insight is 50% of an idea So why don’t we nurture them the same way?
  20. 20. “Brief” Hopeful planners desk research Creative development Testing Cycle of death Stop doing this
  21. 21. The creative opportunity starts here 1. Turn things upside down and do this…
  22. 22. 2. Brainstorm potential insights Use wisdom Provoke Anticipate Create insights you would want to work on
  23. 23. 3. Insights as conversation starters Sculpt & test for interestingness
  24. 24. 4. Celebrate category insights as much as consumer ones
  25. 25. 5. Remix & reframe insights
  26. 26. 6. Interesting & interested people only please
  27. 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. 28. andrew.ho@facegroup.com CHEERS

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