by Sid Peimer | Oct 14, 2013 | Articles |
Don’t panic. I’m not saying that insights aren’t important. I’m just saying that they’re not a prerequisite for great advertising. If you have that rectangular block in your brief labelled ‘Insights’, I would suggest you remove it forthwith. I will explain why...
by Sid Peimer | Sep 26, 2013 | Articles |
Say for example there is a drug on the market that enhances creativity. Just say. We call that Drug A. We develop a new drug to compete with Drug A, which we call Drug B. If we do clinical trials and find that Drug B is better than Drug A, but actually A is better,...
by Sid Peimer | Sep 4, 2013 | Articles |
When writers pitch their screenplay they need to position the movie relative to something the studio executive knows. For example, Argo would be “The Great Escape meets the Ayatolla”. What really goes on in Hollywood pitches was somewhat of an enigma until Kimberly...
by Sid Peimer | Sep 4, 2013 | Articles |
The subject of creativity is an elusive one (especially on Fridays at lunch time). Equally elusive is the pronunciation of the legendary social scientist’s name who researched the topic and revolutionised our understanding of what makes a ‘good creative’: Mihaly...
by Sid Peimer | Sep 4, 2013 | Articles |
An innovation blind spot cost Philips Electronics $2.5 billion in the form of write-offs. They brought out the magnificent HDTV in 1980; unfortunately they were 20 years too early. The hi-definition cameras and transmission standard – which was needed to make HD...
