A HUNTER’S GUIDE TO
Tom Morton, chief strategy officer, Havas Worldwide NY
“Miserable is what your
whole crew will be,
if you‟re not original and
you show no strategy.”
A Tribe Called Quest
INSIGHT IS ONE OF THE MOST VALUABLE
CURRENCIES IN ADVERTISING
“Nothing is so powerful as an
insight into human nature . . . what
compulsions drive a man, what
instincts dominate his action . . . if
you know these things about a
man you can touch him at the
core of his being.”
Insight: a penetrating observation about
consumer behavior that can unlock growth.
Insight: an astonishing disclosure about real
people, the brands they use or the world they
live in that compels a change in their behavior.
Richard Huntington, Saatchi & Saatchi
Johnnie Walker: an individual entrepreneur
who strides across the bottle
Johnnie Walker: The Man Who Walked Around The World
Dos Equis: Vienna-style beer brewed
by Germans in Mexico to celebrate
the dawn of a new century.
Ritz Crackers: offering ordinary
people a taste of the good times
Atlantic City: a city built on freedom
Q. What are the greatest hits of the brand?
Q. What was the magic of the brand when it was at
Q. What are the truths of the brand that are staring
us in the face?
THE MAGIC QUESTIONS
AND FINALLY… NOT EVERY GREAT IDEA
DEPENDS ON A GREAT INSIGHT
Budweiser – Whassup?
Burger King – Subservient Chicken
Guinness – noitulovE
Honda – Cog
Ikea - Lamp
Nike – Tag
Orange – Film Board
Sony – Balls
CANNES GRAND PRIX WINNERS
NOT BASED ON INSIGHTS
Courtesy of Simon Law, Fabric Worldwide