Monthly Archives: July 2014

Food for thought from Crystal Apple 2013 right before the 2014 Festival

Be provocative. Find the consumers’ tensions and provoke them to overcome them. “We’re moving from insights to provocations to have bigger thinking in the heart of our briefs.” – Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, The Coca-Cola Company Be human. Pay attention to the emotional context of consumers to form a strategy [...]

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