The context

Target audience(s)

Core insight(s)

The message(s)

The creative platform

Hero execution(s)

Engagement strategy

The ecosystem

Fuelling

Defining

‘Awesome-ing’ (integrating and fulfilling)

Research

Insight mining

Brainstorming

Creative brief

Marketing strategy

The context

Target audience(s)

Core insight(s)

The message(s)

The creative platform

Hero execution(s)

Engagement strategy

The ecosystem

Research

Insight mining

Brainstorming

Creative brief

Marketing strategy

Where ideas come from

The context

Target audience(s)

Core insight(s)

The message(s)

The creative platform

Hero execution(s)

Engagement strategy

The ecosystem

Research

Insight mining

Brainstorming

Creative brief

Marketing strategy

Where ideas come from

The steps you take to make them ‘good’

The capacity to gain an accurate and a deep intuitive understanding of a person or a thing

Characterised by or displaying insight: perceptive

Characterised by or displaying insight: perceptive

i.e. not obvious

To move products, you’ve got to move

peoplePhil Teer

To move people, you’ve got to move people

Me

You have to know the difference

between ‘a finding of interest and one

of value’

Leithal Thinking

A revelation that produces great work

Simon Law

Strike a chord

Go for the gut

A new point of view