WE CREATE
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 It’s why most insights that come from this outdated model aren’t particularly insightful.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.

NEW RELEASES

OUR HEAD LIBRARIANS

Lizzy Weinraub

Co-Founder/Strategy & Casting Director

Lizzy is an industry leader in large, complex castings with a specialty in sourcing real people. Her castings dig deeper into consumer mindsets to truly understand human emotions and unspoken motivations – a process that continues to keep her ahead of emerging cultural and digital trends. Lizzy’s clients have included blue-chip brands such as Wells Fargo, Harley Davidson, Target, Peloton, Google, and Dove. Lizzy has a passion for injecting a more thoughtful and meaningful level of diversity into all marketing, by co-creating with diverse voices upfront – not just casting diverse faces in the production stage. For Library Collective, the result has been the ever-elusive “diversity of thought” – an essential tool for today’s marketers to stand out and connect.

Jed Churcher

Co-Founder/Creative Director

Jed brings his 20+ years of experience as an award-winning writer and creative director at large multinational agencies in the 3 major agency networks – Publicis, WPP, and Omnicom, where he led creative development on some of the world’s biggest brands, including Walmart, Nestle, J&J, and Diageo. A passionate speaker about creativity and collaboration, Jed has spoken to clients and creatives in New York, Toronto, Qatar, and Cannes, as part of the Cannes Lions Festival of Creativity.
For Library Collective, Jed is thrilled to be bringing a creative presence further upstream in the marketing process, co-creating with real people to extract genuine insights and creative nuggets that can be transformed into work that truly resonates.