While some might not think it’s cool or edgy, insight driven advertising is what will define today’s successful marketers. In this great article in the Harvard Business Review http://blogs.hbr.org/cs/2013/03/the_best_advertising_is_sincere.html by my friend Ali Demos at Ogilvy & Mather, Ali talks about not just the insights but the process of discovering what it is that consumers want. She describes those engaged in the process as “sincere.”
While some might thing that those in advertising are anything BUT sincere, Ali demonstrates the earnestness that is far more prevalent at Agencies today — from the small downtown shops to those in the mid-west and out west. Well worth a read. Thanks Ali.