Inches from greatness!

I've always had a soft spot for this creative, but I have to say I found the APG presentation on 2007 gold winners really fascinating. Sactchi presented how they reinvigorated the category; away from the over substantiation of "33% better performance" and "isotonic" which had only led to confusion and apathy around a statement that could not possible be true, 33% better performance; unlikely!

Anways, suffice to say they did a lot of research into the product's appeal and what "winning" meant and the ended up with the "Edge" campaign. The presenter showed us the a video clip from "Any given Sunday" which succinctly put across what it takes to win.

Good planners and creatives always take inspiration from all that is around them, but I can't help wondering if in this case someone was simply watching TV with the brief on their lap and a can of beer in their hand and suddenly went "eureka", that's what I'll do"

Regradless, I love the results either way

Insight of search behaviour

Using search habits to gains insights is set to be a major influence on marketing in the coming years. Knowing what people search for, how they phrase their searches and the sort of volumes involved can be far more useful than the traditional methods of research - plus it's real time and it's free.
As an example look at this;

Yesterday there was a Blackberry service problem in the US - and what do people do when their Blackberry dies? - first they panic, then they turn to Google. 5 of the top 50 searches in Google hot trends yesterday were blackberry related yesterday.
John Battelle called search a database of intentions in his excellent book Search. What is Google saying about your brand?