REAL PEOPLE ADVERTISING FOR LARGE CHALLENGER BRANDS.
YOUR RESEARCH TEAM
ISN'T YOUR CREATIVE TEAM.
SO WHY TRUST THEM TO UNCOVER CREATIVE INSIGHTS?
The trouble with most research-based insights work is that there’s no creative representation until far too late. It’s why most insights that come from this outdated model aren’t particularly insightful. Researchers aren’t wired to think like creatives, so they don’t focus on what creative people need to create great work: small truths that can explode into big marketing ideas.
Casting for real people can be a wonderful process that shines so much light on insights and creative nuggets. Rich, and deeply human, these are the building blocks for creative that resonates. But there’s a problem: Most agencies promising “real people” creative never get to this stage until the strategy and creative are both fully baked. By then it’s too late. Production and media deadlines make the decision for them, and these rich human insights never see the light of day.
WHAT GOOD ARE REAL CONSUMER INSIGHTS
IF YOU CAN'T USE THEM?
WHY NOT USE
REAL PEOPLE BEFORE CREATIVE? BEFORE STRATEGY EVEN?
Great idea. And while we’re at it, why don’t we ensure there’s always creative leading the process. This is the Library Collective way. Real people casting informs everything we do. Their faces may not always appear in the final work. But their voices certainly do. For marketers yearning for greater authenticity, it doesn’t get any more authentic than this.