Creative agencies need to reframe the way they use insights to ‘get the juices flowing’

Ho

Creative agencies need to look again at the way they use data and insights as the current method for most “is never going to get the creative juices flowing”, argued the managing director of strategic research agency Face Asia Andrew Ho.

Speaking at Spikes Asia in Singapore, Ho said: “We look for insight to inspire great creative, so why don’t we hunt for insight in more creative ways?

“Everyone hates research, it’s not just creative people. It’s an uninspiring environment, we are starting the creative process in the worst environment possible.”