The one-sentence summary
Great research, instead of driving a wedge between communicators and the people they aim to persuade, should be a catalyst for great creative ideas.
- Jay Chiat once described Account Planning as “the best new business tool ever invented”, leading to much debate about whether it was simply consumer research dressed in new clothes, or a new business ruse
- The author, a Brit and ex-DDB planner, became Planning Director of Goodby Silverstein in the US, so can view the debate from both sides of the Atlantic
- He asserts that planning exists for the sole purpose of creating advertising that truly connects with consumers
- Instead of dissecting consumer behaviour infinitesimally, he suggests an approach based on simplicity, common sense, and creativity – embracing consumers as partners in the process of developing advertising
- Great research, instead of driving a wedge between agencies and the people they aim to persuade, should be a catalyst for great creative ideas
WHAT’S GOOD ABOUT IT
There are lots of stimulating ideas:
~ “In baiting a trap with cheese, always leave room for the mouse” highlights how too much advertising tells people what to think and allows them no room to form their own opinions
~ “We are so busy measuring public opinion that we forget we can mould it. We are so busy listening to statistics we forget that we can create them.” Bill Bernbach
~ Questions are often asked in the wrong way and advertising often follows research in the wrong direction
~ “Guts is cheaper than research.” Bill Johnson, Heinz
~ “We don’t ask consumers what they want. They don’t know.” Akio Morita, Sony
~ Great briefs are usually triumphs of simplicity over complexity
WHAT YOU HAVE TO WATCH
- Not much – this is an excellent review of the pitfalls and guidelines that affect any creative briefing process
- It is, however, written from a rather American perspective, so you need to aim off for this in some of the examples