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DIGITAL STRATEGY 101, FIRST EDITION Digital Strategy 101

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DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 36
INSIGHTINSIGHT
DEFINITION USE
A fresh and true observation that unlocks
creativity
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.
EXAMPLE
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.
Old Spice’s now legendary ‘The Man Your Man Could Smell Like’ campaign sprung
from a simple insight – men don’t buy men’s body wash, woman buy it for their guys
so they’ll smell good. With that truth, it makes perfect sense that a hot half-dressed
man would pitch his product to women first.
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.

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