the problem isn’t your creative… it’s how you get your insight
DESCRIPTION
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.TRANSCRIPT
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
Where is the insight?
Client Creative Planner Researcher
It’s the same place where your idea ends up…
Create Insight
Creatively
Everything is worse than before
We don’t talk anymore…
Economies of sameness
We are still selling
“I have never made my discoveries through the process of rational thinking”- Big Albert E.
1. Mistaking popularity for relevancy
It’s more important
to be interesting than right
The best work came from the 7th most “relevant” insight
2. The agency is supposed to make it interesting
Not interestin
g
“Brief”
Hopeful planners desk
research
Creative development
Testing
Cycle of death
Not interestin
g
3. Everyone hates research (as we know it)
Ooh. They have Starbucks…
Kill me Kill me
Kill meKill me
Kill me
Kill meKill me
Kill me
Insight, strategy & creativity is everyone’s responsibility
What if we treat insight
development like creative
development?
A great insight is 50% of an idea
So why don’t we nurture them the same way?
“Brief”
Hopeful planners desk
research
Creative development
Testing
Cycle of death
Stop doing this
Listen more
Better briefs
Awesome ideas
Co-create more insights & ideas
earlier
The creative
opportunity starts here
1. Turn things
upside down and do this…
2. Brainstorm potential insights
Use wisdomProvokeAnticipateCreate insights you would want to work on
3. Insights as conversation starters
Sculpt & test for interestingness
4. Celebrate category insights as much as consumer ones
5. Remix & reframe insights
6. Interesting & interested people only
please
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
