2. Justin Lim
Singapore
Paul Grubb
UK, Thailand
John Kyriakou
Canada, Singapore
Graham Fink
China & London
Mark Ringer
Australia,
Singapore, UK
Francois de Riviere
France, Singapore
!2
10. “Some people say, ‘Give the customers
what they want.’ But that’s not my
approach.
Our job is to figure out what they’re
going to want before they do. I think
Henry Ford once said, ‘if I’d asked
customers what they wanted, they would
have told me, ‘A faster horse!’’ People
don’t know what they want until you
show it to them. That’s why I never rely
on market research. Our task is to read
things that are not yet on the page.”
Steve Jobs
Apple
!10
15. I’m clearly the most
experienced person – I will
lead the conversation
Sh*t! I forgot
to pay my
credit card bill!
What shall I
cook for
dinner
tomorrow?
Not sure what I
think about this so
I’ll just agree with
everyone
15
16. I notice increasing reluctance on the
part of marketing executives to use
judgment; they are coming to rely too
much on research, and they use it as a
drunkard uses a lamp post for
support, rather than for illumination.
"
David Ogilvy
Ogilvy
16
17. Behaviour tells you what motivates
people, not a closed-room, hot-house
environment where people feel compelled
to apply logic (quite possibly trying to
look clever) rather than just being
themselves.
Mark Ringer, Creative Director, Anthem UK and Europe
17
18. Research used at the wrong time in the
creative process is just a waste of
money.
18
26. A creative winner
Guinness ‘Surfer’
A year of research
Link tested twice
Qualitatively tested three times
"
Awards
D&AD
Cannes
Channel 4
Awards etc
etc
etc
‘Link has not in anyway suppressed
Guinness’ legendary creativity. Indeed the
famous ‘Surfer’ ad went through Link in
animatic form, was enhanced as a result
and went on to its place in advertising
history’
Michael Harvey
Global Planning Director, Guinness UDV
26
46. CANNES LIONS
1 GRAND PRIX
1 GOLD
1 SHORTLIST
D&AD
1YELLOW PENCIL
1 NOMINATION
CLIOS
3 GOLD
1 SILVER
1 BRONZE
ONE SHOW
1 GOLD
1 SILVER
LONDON INTERNATIONAL AWARDS
2 GOLD
SPIKES ASIA
2 GRAND PRIX
2 GOLD
2 BRONZE
EPICA
1 GOLD
3 SILVER
AWARD
4 GOLD
THE TIMES
FINALIST
THE TOMORROW AWARDS
1 SHORTLIST
CAMPAIGN BRIEF ASIA
2 ACCEPTANCES TO “THE WORK 2012”
WPPed CREAM
CRÈME DE LA CRÈME
LÜERZER’S ARCHIVE
MAGAZINE COVER APRIL 12
!46
53. "Creativity is just connecting things.
When you ask creative people how
they did something, they feel a little
guilty because they didn't really do
it, they just saw something. It
seemed obvious to them after a
while. That's because they were
able to connect experiences they've
had and synthesize new things.
Research takes this creativity, the
most important asset in business
today, and disembodies it.”
"
Steve Jobs
53
54. Research.
Do your own - but do at the right stage of your
project.
Use Research as a signpost.
"
Trust your gut. Believe in your ideas.
"
Get your ideas out there.
And see what happens.
"
Good Luck!
54