Ideas without insights - especially coming from a group of people who usually are very far removed from the audience - are akin to throwing darts in the dark. Even the best ideas, without direction, won’t hit their mark. These brain dumps are a waste of everybody’s valuable time. You need to start with research.
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When most people think of marketing, they think of the ads and promotions - the visible stuff. But for the great campaigns, the real magic happens long before those ads and promotions are even dreamt up. The real magic happens in the research and insights.