everyone has an opinion, who do you listen to?
The old egg and lightbulb rule.
In research it's always nice to hear that respondents 'liked' your idea. But so what? The problem is people like a lot of things, pictures of puppies, pretty colours, the way the model looks strong, the happy setting of a family on holiday because it reminds them of that time in Corfu. It doesn't really... Continue Reading →
1.Your concepts stinks 2.they loved it.3 Now what?
One of the curious things about Pharmaland is, given the greatest drug ever, say the cure for all Cancer, the cure for Alzheimer's or Diabetes, you could literally run a picture of a pig in a pair of knickers and as long as the headline still said "IT CURES ALL CANCER" nobody would care, the... Continue Reading →
Sorry guys, but REMAIN bombed in research.
I know what you're thinking, of all the perspectives - both wildly positive and apocolyptic on BREXIT over the last couple of weeks, I haven't read one from a poncy flowery-shirted Creative Director. I wonder why that is? Maybe it's because we are sooooo over asking the public for their opinions and soooo not surprised... Continue Reading →
The other Great War
In this week of remembrance and solemn thanks for the heroes of the Great War, who died on the fields of Flanders exactly a hundred years ago, I thought I might touch on a vastly inappropriate parallel: the unimportant war that we fight as creatives every day. (If this blog dies in research, sod it...it's... Continue Reading →