No insight, no idea
Abstract
5 real life examples of breakthrough insights leading to breakthrough ideas:- Product insight – Nike Air Max 360
- Category insight – Nike Women’s Dance
- Corporate insight – Honda Diesel
- Consumer insight – EA Games
- Cultural insight – Coca Cola The Coke Side of Life
David Cobban
Strategic Planning Director, Wieden+Kennedy Amsterdam
Dave originally trained as a Chartered Accountant at KPMG in London, became a Management Consultant and transferred to KPMG Sydney. He then moved over to advertising and worked as a Planner at DDB Sydney on McDonald's, Microsoft, Hyundai and Hasbro. He returned to London to join M&C Saatchi, working on Scottish Courage. He was behind the famous campaign ‘He who drinks Australian thinks Australian’.
He then moved to HHCL, back in the UK, where he worked on ITV and Guinness in Ireland. An Englishman selling Guinness to the Irish! During this time he oversaw the successful Giants campaign.
He became a partner in the Brand Experience agency, A Vision, which specialised in creating 'Connection Through Culture' with global brands including Sony, Adidas, Audi, Timberland, PlayStation, San Miguel and Vodafone.
Finally, Dave was persuaded by his friend Sudeep Gohil (Planning Director in W+K Portland) to join W+K Amsterdam.
< BACK
KEEP ME INFORMED |