While looking at a letter young Will has had printed in Campaign [well done mate], I spotted a letter by George Michaelides – one of the founding partners of Michaelides & Bednash – the Naked before Naked! [Sorry John – and Niku – but you know it’s true! Ha!]
Anyway, over the years, I’ve had the pleasure to work with these guys on a whole host of things and if I am being honest, their understanding of the consumer was so good that it often led to being the critical factor in moving campaigns from good to iconic [see Tango / Channel 4 / Pot Noodle]
However, whilst I am waxing lyrical about what these guys have done, this post isn’t actually about them … it’s actually about how important is is to truly understand and appreciate how the consumer thinks/acts/feels – not just interms of brand/account planning – but in every aspect of the communication process.
Without going on and on and on, I simply urge you to look at the letter below [with emphasis on the section highlighted] and see how REAL CONSUMER INSIGHT was turned into something that truly motivated a change in consumer action/opinion.
To me, this is a wonderful example of solving a clients business problem through the power of creativity.
It is the reason why we exist … the reason why [a few] communication agencies are miles ahead of management consultantcies and the reason why clients SHOULD not automatically disregard our abilities or influence.
Brilliant isn’t it!
And this was not a one off in great thinking. Years ago Channel 5 bought some advertising hoardings at a European Football Match which was being shown on ITV. On each one it said in big, bold letters, “The Match On Channel 5 Is Much Better”.
Genius …
If you want to be part of communication that infiltrates society and moves culture – then you have to remember that before jumping to the pretty pictures, the fancy words and the creative ideas – you should start with one little thing … human insight.