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. 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…
- 5. Everything is worse than before
- 6. We don’t talk anymore…
- 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
- 18. Insight, strategy & creativity is everyone’s responsibility
- 19. What if we treat insight development like creative development?
- 20. A great insight is 50% of an idea So why don’t we nurture them the same way?
- 21. “Brief” Hopeful planners desk research Creative development Testing Cycle of death Stop doing this
- 22. The creative opportunity starts here 1. Turn things upside down and do this…
- 23. 2. Brainstorm potential insights Use wisdom Provoke Anticipate Create insights you would want to work on
- 24. 3. Insights as conversation starters Sculpt & test for interestingness
- 25. 4. Celebrate category insights as much as consumer ones
- 26. 5. Remix & reframe insights
- 27. 6. Interesting & interested people only please
- 28. 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