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A presentation for the trends plus conference in London 1st December 2011. In it I talk about my frustrations with trends and trend watching, the importance of insight, the rarity of genuine insight and revelation as a new action standard for insight. I'm afraid that the offer at the end applied to the conference participants only.
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What’s so great about trends?Richard Huntington, Saatchi & Saatchi
Marketerslove a good trend
# 1 Trends are fun
The naturalhabitat of the portmanteau
# 1 Trends are fun# 2 Trends make us feel in control
# 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring
# 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring# 4 Trends offer first advantage
Trends make for great conferences
Trends recognise changing behaviour but do they change behaviour?
Trends are trendy Insights get shit done
Gallirallus Owstoni
Just because you call it an insight doesn’t make it one
Just because you call it an insight department
make it one either
An undeniable truth about consumers, brands or categories
We need a newaction standard for insight
Revelation
An astonishing disclosure about real people, the brands they use or the
world they live in
That compels a change in their behaviour
Hit a kid at 40mph and there is an 80% chance they’ll die, hit them at
30 and there is an 80% chance they’ll live
The holocaust wasn’t just an extraordinary atrocity it was an extraordinary achievement
Pot Noodle is the culinary equivalent of masturbation
Hatecan be a force for good
No one says thank you to mums
The very dust that vacuum cleaners suck up stops the sucking power ofvacuum cleaners
# 1 Does it feel like a revelation?
# 1 Does it feel like a revelation? # 2 Revelations live in the real world
# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns
# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?
# 1 Does it feel like a revelation? # 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?# 5 Ban wishful thinking
For your free stamp emailrichard.hutington@saatchi.co.uk
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