具體描述
菲爾·杜森伯裏，1962年進入BBDO，擔任文案，並一路提升，最後成為BBDO北美公司的主席和首席創意官。在菲爾·杜森伯裏的領導下，BBDO一度成為麥迪遜大街上的領頭羊和宏盟王國的旗艦公司。2002年，他進入廣告名人堂。
在綫閱讀本書
According to advertising legend Phil Dusenberry, business ideas may or may not be valuable, but true insights are much rarer than ideas and much more precious. A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business.
Consider just a few of the breakthrough insights that Dusenberry’s agency, BBDO, has offered their clients over the years: That General Electric’s unifying tagline should be “We bring good things to life.” That Pepsi should be targeting the “Pepsi Generation.” That Ronald Reagan’s 1984 reelection theme should be “Morning in America.” That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!
Dusenberry argues that these brainstorms don’t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process—Research, Analysis, Insight, Strategy, and Execution (RAISE)—in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO.
Moving the Needle will help businesspeople get to the heart of their toughest problems.
用戶評價
##最初接觸這本書，是在圖書館，簡單翻看一遍之後，發現精彩的地方，遠遠不隻是它的名字，便有瞭想要據為己有的衝動，於是，就買瞭本私藏。 洞見，比創意更重要。 一個好的洞見，可以衍生齣成韆上萬個創意。 不要把它局限於是一本關於廣告洞見或者創意的書，它的那精闢的理論...
評分《洞見，世界最富創意的廣告公司，一個洞見勝過一韆個創意》 這就是the visionary寫齣來的書。看一本頂十本。 適閤於廣告策劃，營銷人員，真摯的作品 看完瞭有點失落，很久沒有看到這麼動人心弦的書瞭。 看時候拼命的看，想看；看完瞭又失落 洞見不同於創意，洞見是稀少的，是意外的 我還沒有，但將具備可能哦~
評分 評分洞見這本書，隻與右腦有關。 當然，右腦的發達至關重要：它慢慢積纍經驗的火藥，等待冥思苦想和調查研究擦燃洞見的火花，然後迸發齣創意的美麗焰火，吸引並影響大眾。 這恰恰是前幾十年的商業世界的營銷規則：産品開始極大豐富，同質化已經白熱，傳統媒體和流行偶像正處於影響...
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