Part 2: All Research is Creative Chris Hayes EVP, Brand Strategy Agencies and clients agree that research-driven customer insights play an important role in the development of effective marketing and creative campaigns. At the same time, I’ll bet relatively few think of research as a creative process or discipline. The fact is, all research is… Continue reading Knowledge-Based Creative
Tag: customer research
BREAKTHROUGH CREATIVE
PART 7: RESEARCH…FOR A CREATIVE EDGE Chris Hayes EVP, Brand Strategy Marketers and their creative partners know there is no sure thing when it comes to marketing. They spend resources creating assets; producing images and messages hoping to drive success for their brands. No matter the category, competition is always fierce and consumers have become… Continue reading BREAKTHROUGH CREATIVE
Make Way For Generation S
Marketers are accustomed to thinking of their customers in terms of “generations.” Based on when you were born, you may be a Baby Boomer or a member of Generation X, Y or Z. These categorizations help us understand the consumer behaviors that ultimately drive everything from the products marketers sell to the way they “talk”… Continue reading Make Way For Generation S
Know Your Customer… Answering the Trillion Dollar Question
By Chris Hayes, EVP Brand Strategy One trillion dollars. That’s how much marketers will spend to sell their products globally in 2016, this according to a recent article by Jonathan Gordon and Jesko Perrey of McKinsey & Company. How much is $1 trillion? That’s 12 zeros, in case you’re wondering. I did a little number… Continue reading Know Your Customer… Answering the Trillion Dollar Question