The Smiling Strategist™
Creative strategy and insight
How to find consumer and cultural insight and turn it into creative strategy, ideas and campaigns people remember.
-
Information amnesties
Before forecasting, it’s imperative to carry out “information amnesty”: work with the client to determine the core question of the forecast and, indeed, if…
-
Are you a homophilous or heterophilous strategist?
Something interesting to think about. Are you homophilous or heterophilous? For Homophilous it’s the ‘the love of the same’. They tie themselves to people…
-
“Bravery” in advertising: the folly and the vanity
Why asking clients to “be brave” rarely works, a summary of Martin Weigel’s essay, and how strategists can build confidence instead.
-
Bruce Barton in adland
“Barton advised his clients to get in touch with the ‘souls’ of their companies before they began communicating to the public. After all if…
-
Building heart connections
“Emotional data is the last frontier of human data. It’s the most personal and most direct. I believe this is going to be as…
Have a brief?
Strategy projects, fractional leadership, workshops or mentoring. Start with a short call.