What’s so great about trends?Richard Huntington, Saatchi & Saatchi

Marketerslove a good trend

# 1 Trends are fun

The naturalhabitat of the portmanteau

# 1 Trends are fun# 2 Trends make us feel in control

# 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring

# 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring# 4 Trends offer first advantage

Trends make for great conferences

Trends recognise changing behaviour but do they change behaviour?

Trends are trendy Insights get shit done

Gallirallus Owstoni

Just because you call it an insight doesn’t make it one

Just because you call it an insight department

make it one either

An undeniable truth about consumers, brands or categories

We need a newaction standard for insight

Revelation

An astonishing disclosure about real people, the brands they use or the

world they live in

That compels a change in their behaviour

Hit a kid at 40mph and there is an 80% chance they’ll die, hit them at

30 and there is an 80% chance they’ll live

The holocaust wasn’t just an extraordinary atrocity it was an extraordinary achievement

Pot Noodle is the culinary equivalent of masturbation

Hatecan be a force for good

No one says thank you to mums

The very dust that vacuum cleaners suck up stops the sucking power ofvacuum cleaners

# 1 Does it feel like a revelation?

# 1 Does it feel like a revelation? # 2 Revelations live in the real world

# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns

# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?

# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?# 5 Ban wishful thinking

For your free stamp emailrichard.hutington@saatchi.co.uk