Emotional intensity, magnetism and sensory experiences: the ingredients of influential ideas
Lena RolandWarc
How does a brand create ideas that capture people's hearts and become part of culture? That was the theme of an event organised by the Account Planning Group (APG), a member-run organisation that supports the work of agency account planners, held in central London in November 2014.
Dom Boyd, head of strategy & planning, adam&eveDDB, said "emotional triggers" were at the heart of influential ideas.
According to Boyd, the advertising industry has become accustomed to "fetishising the new and the niche", but such an approach overlooks...