Insights and Nuances

In communication, whilst global insights are great and ideas that are culturally relevant broadly can travel the world, also, the greatest pieces of communication are those that are only understood by the desired target market.

For example, if your brief says “The Black Market” is the target market and this is where growth will come (This is still a thing) from, I always say, if you are targeting black people, the best piece of communication is that which can only be understood by black people. This is an indicator of the ability to not only tap into insights, but most critically nuances that make black people black.

PS: We are all not the same.