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Tuesday, August 22, 2006

An ad guy said

"At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a person, what insights dominate their actions, even though their language so often camouflages what really motivates them. For if you know these things about a person, you can touch them at the core of their feelings"

Bill Bernbach said this. When advertising really gets fun, it does so because there's an insight that has been generated, and we're drilling down on the insight. It doesn't matter what the insight is, but insight driven advertising gets people a lot more excited. I had seen this quote a long time ago, but I read it on a Romanian bloggers blog. His blog is about marketing, and I often check it out. This is the world Autumn will live in. Where her dad can find a cool ad quote from a guy blogging in Romania and it isn't neat, it just is.

1 comment:

claudinho said...

It is, Matt! I have the same feelings, latetly. And believe also that things will get better. Thanks for the tip of the hat!