Advertising Creativity for all Audiences
The insights and the planning document
A course by Daniel Granatta , Consultant, Advertiser, Engineer, and Anthropologist
Joined May 2002
Joined May 2002
About the video: The insights and the planning document
Overview
“In this lesson I will explain what insights are, why they are important in a communication strategy and what happens when the people in charge of strategy and creativity work separately.”
In this video lesson Daniel Granatta addresses the topic: The insights and the planning document, which is part of the Domestika online course: Advertising Creativity for all Audiences. Learn to conceptualize, produce, and sell ideas.
Partial transcription of the video
“(music) During the course I have named the word insight several times. You're probably asking what I mean by her and I will explain it to you in this lesson. The insight can be summed up in that something you discover, You knew, but you didn't know you knew Somehow, it is the involuntary intention that arises before you of observing the same problem that you have seen many times from a different point of view, and from which you can create ideas that feed the narration of that insight or the communication of that insight to the users. Insight is a word that is tremendously prostituted. Ofte...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Advertising Creativity for all Audiences
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Category
Marketing & Business -
Areas
Advertising, Creative Consulting, Creativity, Marketing
Daniel Granatta
A course by Daniel Granatta
Daniel Granatta is an advertising and innovation expert. Although he was born in Spain, he's been living between the United States and Mexico for over ten years.
He stumbled upon his love for advertising and innovation by chance. Since he had studied engineering and knew how to code, when he finally discovered multimedia programs such as Macromedia Director and Flash, what used to look like numbers on a screen to him had become moving objects that users could interact with.
He founded a small company with two friends and worked on building multimedia interfaces and experiences for many years. He always remained very curious about why people actually used them or not, until one day he decided to study anthropology.
Daniel is currently an innovation and futures design consultant. For many years, he also worked in advertising and creative agencies such as Grupo W, JWT, and Flock as a creative director. He has since sparked a movement that seeks to bring about disruptive change in the Mexican advertising industry.
In his role as an advertiser, he has won important awards in the industry, including 6 Cannes Lions in a single year, and he has been a jury member at a large number of festivals.
He is also a book author and a columnist for various magazines and blogs and teaches at universities and schools in Spain, the United States, and Mexico.
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