The human factor

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...