An A–Z of insights

This article reviews advertising case histories in which insights have clearly contributed to success for the brand.

An A–Z of insights

Peter Field

There are clearly many factors that contribute to success for a brand, from innovative products to aggressive budgets. But much attention has been paid in recent years to the value of 'insights' – leaps of understanding that unlock sales. Such is the clamour for 'insights', that the term has become somewhat devalued – more often than not, what are termed 'insights' are in fact just common sense.

That is not to deny the potential contribution of such 'lite insights' to marketing rigour, but the case studies of success residing in the WARC archive illustrate...

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