A presentation for the trends plus conference in London 1st December 2011. In it I talk about my frustrations with trends and trend watching, the importance of insight, the rarity of genuine insight and revelation as a new action standard for insight. I'm afraid that the offer at the end applied to the conference participants only.

1. What’s so great about
trends?
Richard Huntington, Saatchi & Saatchi

2. Marketers
love a good trend

3. # 1 Trends are fun

4. The natural
habitat of the portmanteau

5. # 1 Trends are fun
# 2 Trends make us feel in control

7. # 1 Trends are fun
# 2 Trends make us feel in control
# 3 Trends are reassuring

8. # 1 Trends are fun
# 2 Trends make us feel in control
# 3 Trends are reassuring
# 4 Trends offer first advantage

9. Trends make for great
conferences

10. Trends recognise
changing behaviour but
do they change
behaviour?

11. Trends are trendy
Insights get shit done

12. Gallirallus Owstoni

13. Just because you call it
an insight doesn’t make
it one

14. Just because you call it
an insight department
make it one either

16. An undeniable truth about
consumers, brands or
categories

17. We need a new
action standard for insight

18. Revelation

19. An astonishing disclosure
about real people, the
brands they use or the
world they live in

20. That compels a change
in their behaviour

21. Hit a kid at 40mph and there is an
80% chance they’ll die, hit them at
30 and there is an 80% chance
they’ll live

22. The holocaust wasn’t just an
extraordinary atrocity it was an
extraordinary achievement

23. Pot Noodle is the culinary
equivalent of masturbation

24. Hate
can be a force for good

25. No one says thank
you to mums

26. The very dust that vacuum
cleaners suck up stops the
sucking power of
vacuum cleaners

27. # 1 Does it feel like a revelation?

28. # 1 Does it feel like a revelation?
# 2 Revelations live in the real world

30. # 1 Does it feel like a revelation?
# 2 Revelations live in the real world
# 3 Look for unknown unknowns

31. # 1 Does it feel like a revelation?
# 2 Revelations live in the real world
# 3 Look for unknown unknowns
# 4 What do they really care about?

32. # 1 Does it feel like a revelation?
# 2 Revelations live in the real world
# 3 Look for unknown unknowns
# 4 What do they really care about?
# 5 Ban wishful thinking

33. For your free stamp email
richard.hutington@saatchi.co.uk