At first glance, an ad campaign and a homicide investigation share little in common. In this article, however, Rory Sutherland shows how the strategies used in the first 48 hours of a murder investigation could help advertisers, particularly in the form of pursuing rapid, subconscious reactions, consulting collective knowledge, and defining a problem in the right way at the very beginning of an operation.
True crime, toolkits and the Big Ideal
Rory SutherlandOgilvyOne London and Ogilvy Group UK
John ShawOgilvy UK and EMEA
What do a homicide investigation and an ad campaign have in common? Rory Sutherland explains
Buried almost unnoticed in the cultural treasury...