Ad agency positioning paper
A (sadly now defunct) ad agency wanted their philosophy redefined to be more strategic and data-driven – so they called me to conceive and write their 37-page positioning brochure. I enjoyed writing this piece because it’s basically my own approach but formatted for the fmcg mindset – for me, a rare foray into the consumer space. Fun. (Which soothed the pain of the agency’s bankruptcy leading to not being paid.)
INTRO: One data point is an event. Two are a series. Three are a trend.
And sometimes, three’s all you need.
While we at Scorch like quantitative research and nerdy number-crunching as much as the next creative agency, Big Ideas in advertising don’t always need Big Data. With teh right approach, a thin dataset or sparse information doesn’t have to limit your understanding. Far from it: it can point you in a new direction, freshen your knowledge, enable innovative campaign ideas.
It’s called anecdotal research. Interesting questions, creatively researched, and intelligently answered. it doesn’t skimp on the analysis part: our approach uses econometric and statistical methods rarely seen outside seven-figure advertising budgets. But that’s what brings the fun in: you see everyday facts and figures from a completely different angle. Which is, of course, where true insights tend to hide.
Chris does Content 