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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

HOWtoWOW: How to recognize and understand an insight, and how to discover inspiration in noticing details that we neglected so far

New season of the HOWtoWOW academy will open with a workshop by Ravid Kuperberg, partner and trainer in the Mindscapes

22/10/2018
in Interview
4 min read
HOWtoWOW: How to recognize and understand an insight, and how to discover inspiration in noticing details that we neglected so far

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

The most effective and best campaigns are based on strategic insights that change the rules of the game, but the fact is that discovery of these insights is one of the most difficult tasks when setting up a strategy.

Thinking tools of the company Mindscapes, known in the advertising industry around the world, have been created by analyzing the most effective award-winning campaigns, and discovering the patterns of thinking on which these ideas are based.

How to recognize and understand an insight, and how to discover the inspiration in noticing the details we have so far ignored by looking at the situation from the perspective we are accustomed to? Where and how to identify conflicts? What are the frequent personal or social consumer dilemmas the brand can respond to?

Kuperberg will open the first HOWtoWOW Academy’s workshop How to Develop Powerful Strategic Insights? Participants of the workshop will have the chance to learn how they can go beyond the existing assumptions and conventional interpretations of data, and discover strong strategic insights, learn how to translate that into behaviors, and what kind of story is hidden behind the numbers a brand needs to respond to.

Ravid Kuperberg is a partner and trainer at Mindscapes. In recent years, agencies that have successfully completed Mindscapes training have won more than 25 Cannes Lions using their well-known thinking tools. In his career he has personally led projects for some of the leading marketing agencies and global brands, including Publicis, Grey, TBWA, Google, Unilever, Telenor and many others.

This is a short conversation we had with Ravid just before his departure for Zagreb.

What is the biggest challenge brands encounter when approaching the process of strategic thinking and thinking tools?

Ravid Kuperberg: The biggest challenge is to deliver a new, unique, different story. But at the same time keeping it relevant and giving people a sense of familiarity. Something they can easily connect with. Many times that something is already fostering in peoples heads or hearts. For example, the famous “you’re not you when you’re hungry” story by Snickers does exactly that. Delivers completely new perspective about the role of a satisfying chocolate bar, which people can understand and relate to in a second. Finding such a perspective usually means looking at the same familiar reality as others, and seeing something different. Something fresh. For that, many times you need to go against your initial intuitive thinking. Which is much easier said than done…

And of course today, it’s not enough to just tell a good story or to say something that makes sense. Consumers today expect more and respond to more. You need to deliver a story they can actively become a part of. You need a story that makes a real difference. Which is what the session at H2W will be all about.

What is the key advantage of using Thinking Tools?

Ravid Kuperberg: They can help send the mind towards specific thinking paths. Allowing you to explore new unexpected directions and making unexpected thinking territories more accessible. Especially when the mind is blocked or stressed or overloaded. So in a nutshell, they are very effective in making creative thinking more efficient. They are not there to replace people’s inborn creative thinking skills, but rather help people use their skills more efficiently. Going back to previous answer, thinking tools can effectively help overcome intuitive thinking, opening up counter intuitive thinking paths. They can help address cognitive fixedness in which our mind automatically associates systems with their known function and structure, thereby creating a wall which limits our processing and thinking. And they can do so in a variety of mechanisms, shapes and forms.

Is there a recipe for a successful campaign?

Ravid Kuperberg: Not that I know of. But I believe there is a recipe for increasing the ability to get there. And I believe there is a recipe for a more successful thinking process. The mindscapes thinking tools are all based on recurring patterns of thinking embedded in award winning ideas. Therefore they suggest thinking paths based on patterns which have proven to be fertile in the past. Over a long period and for a variety of tasks and markets. There is no guarantee of success, but I do believe the tools can help the mind think in a more efficient manner, which can increase the ability to achieve success.

When searching for successful campaigns it also important to combine mind and gut. Mind is where your knowledge, what you learnt and how you think make a difference. Gut is where your experience kicks in. And it should never be overlooked or under estimated.

Can you mention an awarded campaign developed by an agency using your method, which you are particularly fond of?

Ravid Kuperberg: One our biggest client, and friends, are McCann Bucharest which have developed campaigns for a local chocolate called ROM using our tools. All the campaigns aimed at reminding the younger generation of Romanians why they are proud of being Romanian, which apparently is not an easy task these days. It requires insightful strategic thinking combined with innovative creative outcomes. I highly recommend checking out McCann’s award winning work for ROM online. I am also always proud of agencies winning their first Cannes Lion after running a training with us. Not always with ideas developed directly by our tools, but I would like to think that we had some contribution in terms of spirit, creative energy and belief.

What will the workshop attendees at HOWtoWOW Academy have the opportunity to learn?

Ravid Kuperberg: that decoding creative thinking and talking about structure and patterns when searching for insights can be practical, not just inspiring. And helpful the very next day.

Tags: HOWtoWOWMindscapesRavid Kuperberg
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