What’s in the Fridge? Insights?

“True wit is nature to advantage dress’d, What oft was thought but ne’er so well express’d.” …Or so said Alexander Pope. This is why I sometimes spend days looking in people’s medicine cabinets and refrigerators. We value insight so much in advertising — as we should — but it’s not so much about seeing what’s there, but seeing what’s not quite there yet.  As this great  piece from Jeremy Bullmore at WPP says, “A good creative brief contains a bold hypothesis. To generate hypotheses you need to speculate: you need to progress from the known to the unknown.” So Why is a Good Insight Like a Refrigerator? Who gives a shit. Just know what’s in the refrigerator and why — and what’s not and will be…

If I find this in the fridge, I leave immediately...

Forgetting the Digital Age, but will the Digital Age Forget You?

It’s been said that “social media is a great way to enhance just how big of a jerk you are, only with Google to remember it.” Well, in his recent book, “Delete: The Virtue of Forgetting in the Digital Age,” the cyberscholar Viktor Mayer-Schönberger claims “societal forgetting” is potentially a thing of the past, given the prevalence of our digital selves.  By “erasing external memories,” he says in the book, “our society accepts that human beings evolve over time, that we have the capacity to learn from past experiences and adjust our behavior.” In traditional societies, where missteps are observed but not necessarily recorded, the limits of human memory ensure that people’s sins are eventually forgotten. By contrast, Mayer-Schönberger notes, a society in which everything is recorded “will forever tether us to all our past actions, making it impossible, in practice, to escape them.” He concludes that “without some form of forgetting, forgiving becomes a difficult undertaking.” In other words, you’re fucked…

Read this...Don't say I didn't warn you...

This is True Measurement for Digital Work…

Forget concept testing, analytics and all that good stuff. How do we determine if our digital work beats CPG norms? Can it break through the 90% cat threshold online…