Posts Tagged: strategic planner

Mcgarrybowen planner: why I’m putting a ‘consumer’ swear jar in the office

As the event draws to a close, Michael McCourt, a strategic planner at Mcgarrybowen, shares one of his biggest learnings from the week with LIVE@AdvertisingWeek.

He writes: “Sir Martin Sorrell echoed David Ogilvy’s aphorism; stating that the ‘consumer is not a moron’ and that we ‘do not credit the consumer with enough common sense’. I (regrettably) agree, but I also believe that one word in this statement is part of the problem – consumer.

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