1. A HUNTER’S GUIDE TO
BULLSH*T-FREE INSIGHTS
Tom Morton, chief strategy officer, Havas Worldwide NY
@tommorton
2. “Miserable is what your
whole crew will be,
if you‟re not original and
you show no strategy.”
A Tribe Called Quest
Word Play
3. INSIGHT IS ONE OF THE MOST VALUABLE
CURRENCIES IN ADVERTISING
4. “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.”
Bill Bernbach
7. “Natalie is “She is a busy, on-the-
an ISFJ.” go mom who is always
looking for me-time.”
THE TARGET CONSUMER
WHO ISN’T AN ACTUAL HUMAN BEING
8. “Teens want the ability “People feel that
to customize and inner beauty is
personalize food in their most important.”
own way.”
THE DEEP TRUTH
THAT DOESN’T SCRATCH THE SURFACE
9. “Flossing regularly makes “People get tired
my teeth cleaner and by the end of
makes me feel more the day.”
confident about my mouth.”
THE UNIQUE TRUTH
THAT ISN’T UNIQUE (OR TRUE)
11. Insight: a penetrating observation about
consumer behavior that can unlock growth.
Diageo
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
15. When the intellect articulates what the gut has
always felt.
Unilever Consultant
Insight (n.) The act of apprehending the inner
nature of things or of seeing intuitively.
Webster’s dictionary
16. Axe: every guy pines for
„the one that got away‟
Axe – Fear No Susan Glenn
18. UK Road Safety: the 30mph speed limit
is the highest speed at which most
pedestrians will survive a collision
UK Road Safety – It‟s 30 For A Reason
19. Milk: most people don‟t even notice
milk when it‟s there, but they really
miss it when it‟s not
Got Milk – Aaron Burr
20. THERE IS MORE INSIGHT IN THE NEGATIVE
AND CONTRADICTORY SIDE OF HUMAN
NATURE THAN THERE IS IN THE SUNNY SIDE
21. Nicorette: most attempts to quit
smoking are unplanned and
chaotic, so quitting sucks
Nicorette – Shark
28. Johnnie Walker: an individual entrepreneur
who strides across the bottle
Johnnie Walker: The Man Who Walked Around The World
29. Dos Equis: Vienna-style beer brewed
by Germans in Mexico to celebrate
the dawn of a new century.
30. Ritz Crackers: offering ordinary
people a taste of the good times
Atlantic City: a city built on freedom
31. Q. What are the greatest hits of the brand?
Q. What was the magic of the brand when it was at
its peak?
Q. What are the truths of the brand that are staring
us in the face?
THE MAGIC QUESTIONS
33. 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