The human factor

Chris McDonald

Chris McDonald, planning director at BDH/TBWA, believes that a surfeit of research and market analysis can get in the way of the two core skills that make marketing valuable: intuition and creativity.

the human factor

Chris McDonaldBDH/TBWA

 

Let me tell you a bit about myself. I am a 3545 yearold male, AB, 'Calculating Innovator'. My local supermarket will tell you that I am a 'convenience junkie', I have a deep and meaningful relationship with my bank, and I am unlikely to agree that 'real men can down several pints of beer at one sitting' or that 'I would be lost without my freezer'.

Any wiser?

If you were meeting me for the first time, I doubt any of this would give you a particularly good feel for what to...

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