Marketing

Issue No. 36 - August/September 2007

Can science deliver great advertising?

Science delivers great briefs but can it deliver great advertising? This is the question KWP! Creative Director Peter Withy will look into in a thought-provoking session at Marketing Week 2007 on Art needs Heart.

Peter is the Creative Director and founding member of KWP! He worked as a Creative Director and Writer in Melbourne, Adelaide, Hong Kong and Holland in addition to working for multinational advertising agencies Young & Rubicam, BBDO Clemenger and Leo Burnett before founding KWP!

With more than 30 years' experience, Peter has been recognised by national and international judging panels for creative excellence and is seen as one of Australia's most dedicated and gifted creative leaders.

Peter said that research and analysis will reveal what the consumer wants to hear about a product and it is important this is not overshadowed by what the client wants to say.

“For example, generally people do not want to hear that a beer is chill-filtered; the...

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