Consumer Insights
The ability to uncover insights and drive them into an integrated marcom strategy is the life blood of all thriving communication.
Before the advent of strategic planning, account executives were the ones who initiated the insight search and wrote the creative strategy an agency would build ideas from. Coming from this last generation of marcom strategists, Don has developed some very special consumer insight programs in his career.
During Don's time in Canada on the Labatt and Molson beer accounts he worked with some of the world's leading consumer insight practitioners. In 1993 this background would come to the forefront when while leading the Molson account at FCB Canada he also became the National Director of “mind & mood”, FCB's global consumer insight program.
Then in 1995 Don, joined McCann Erickson in Asia Pacific, where along with running the Coca-Cola account in South East and West Asia, he was tasked with creating a consumer insight tool for the account. The result was "Pulse", which today is the global consumer insight tool for McCann Erickson, the world's largest advertising agency.