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A HUNTER’S GUIDE TOBULLSH*T-FREE INSIGHTS Tom Morton, chief strategy officer, Havas Worldwide NY @tommorton
“Miserable is what yourwhole crew will be,if you‟re not original andyou show no strategy.” A Tribe Called Quest Word Play
INSIGHT IS ONE OF THE MOST VALUABLECURRENCIES IN ADVERTISING
“Nothing is so powerful as aninsight into human nature . . . whatcompulsions drive a man, whatinstincts dominate his action . . . ifyou know these things about aman you can touch him at thecore of his being.” Bill Bernbach
Insight: a penetrating observation aboutconsumer behavior that can unlock growth.DiageoInsight: an astonishing disclosure about realpeople, the brands they use or the world theylive in that compels a change in their behavior.Richard Huntington, Saatchi & Saatchi
Johnnie Walker: an individual entrepreneurwho strides across the bottle Johnnie Walker: The Man Who Walked Around The World
Dos Equis: Vienna-style beer brewedby Germans in Mexico to celebratethe dawn of a new century.
Ritz Crackers: offering ordinarypeople a taste of the good timesAtlantic City: a city built on freedom
Q. What are the greatest hits of the brand? Q. What was the magic of the brand when it was at its peak? Q. What are the truths of the brand that are staring us in the face?THE MAGIC QUESTIONS
AND FINALLY… NOT EVERY GREAT IDEADEPENDS ON A GREAT INSIGHT
Budweiser – Whassup? Burger King – Subservient Chicken Guinness – noitulovE Honda – Cog Ikea - Lamp Nike – Tag Orange – Film Board Sony – BallsCANNES GRAND PRIX WINNERSNOT BASED ON INSIGHTSCourtesy of Simon Law, Fabric Worldwide