Pulled this from Think Small -- really good stuff in here.
It is an interesting observation as we here tend to be very insight driven. Part of that is the agency we work at, but I think in North America we’re always on that elusive search for a consumer or product insight. Generally a form of an observation or some kind of a factoid. Now a lot of propositions are born from insights, but what I think really differentiated the propositions from insights is how they are written.
This is what I really lacked - taking an interesting though and making it something compelling through more economical and captivating usage of words. Essentially making a memorable headline to inspire the creatives and set a clear path ahead.
This is the heart of what we do... excellent.