Why I am going to Cannes Lions? | CANNES LIONS 2017

➤ Everybody Lies: An Insight about Insights

People believe false insights because it’s often easier than digging deeper for a true insight. False ins...

➤ Everybody Lies: An Insight about Insights

People believe false insights because it’s often easier than digging deeper for a true insight. False insights kill creativity, insult the intelligence of creative people, and lead to bad advertising. There’s only one ultimately insightful truth – the truth from the consumer’s perspective. This workshop will arm participants with practical tools to discover lies and uncover insights. These tools are used by the military and FBI, and are equally effective in marketing – because humans have the same patterns of lying, be they a ‘spy’, ‘terrorist’ or ‘consumer’. Learn the difference between false and authentic, lies and truths, to begin moving consumers’ hearts and creating award-winning work.

➤ Wednesday 21 June

11:00 - 12:30

The Workshop

Speakers:

➤Julia Izmalkowa

➤ Fergus O'Hare

LET'S BE TOGETHER!

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