There are two schools of thought regarding the thought process behind any great marketing campaign.
Those who believe that focus groups wouldn’t recognise a great idea, if it hit them squarely between the eyes. They’d remind you that Sir Clive Sinclair’s ‘revolutionary’ C5 Vehicle did really well in research and that Decca Records did their homework on The Beatles but still didn’t fancy signing them. Why bother?
We’re from the other school. We reckon research and development are essentials, even if they only tell us what decades of experience suggest to us already. Because of this, we use Think as a model to drive the development process. Think is one of the reasons why we don’t hurry-into creative pitches because we believe, if you can’t dedicate research to a project, this will manifest itself in the end result.
Lots of organisations give away this research, creative thinking and hard work for nothing. We don’t. We value Think because it isn’t just a matter of a quick brainstorm and a bit of dabbling on Google. It’s a structured approach, to get you thinking, us thinking and a brief formulated.
We then use this detailed brief to create work of great value.
You can miss out this process and trust to a ‘Eureka’ moment. Unfortunately, Greek Scholars of Archimedes-type intellect are thin on the ground. We’d rather Think.
