QUESTION:

Are human insights still important in comm. strategy?

I think more so than ever. Especially now that people have built The Great Wall of Selective Attention towards brands and ads. ​

How often now do you see things like "You're not you when you're hungry", or "If you don't hate running, you don't love running enough"? Works that don't just inform, but resonate - don't just shock, but hook - don't just tell, but impact. The one thing these works have in common is a strong & visceral insight.

​Using target-specific understandings, let's turn our clients from hated advertisers to beloved brands.