Author Archive For / 'Robert Dysell'


The Mad Cow disease of the creative industry

We are eating our own ideas turning our own industry into creative drain draft that might put us all out of business. The advertising business has a true problem on delivering creativity. We just should be out of business soon. Which we just might be. I have in my career been in meetings pitching ideas, using others peoples ideas , or even ads, to make my sale. This is my confession which I know I share with others. But it has to stop.




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Vad är en insikt?

Det är stor skillnad på data, information, mening och insikt. Insikt har i flera år varit ett ord som blivit misshandlat rent ut sagt. En sann insikt är sällsynt och väldigt värdefull. Här gestaltar vi vägen den måste ta för att komma dit.







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What an account planner does?

I still get this question a lot and I guess its hard to grasp however you explain it. Not that we are rocket scoentist, it just tends to be abstract. Here is ashort attempt to describe my planning contribution into a typical process. 1. I challenge and revise business problems, briefs or coming challenges by putting them into a more meaningful context seen from a market or target group perspective. This includes setting a clear objective.







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