“Great advertising is just a matter of taste”, says M&C Saatchi’s Sophie Lewis | Firestarters

Why is taste so crucial to great marketing and advertising? In this fascinating episode, Sophie Lewis, Chief Strategy Officer at M&C Saatchi argues that understanding the cultural references and sources of influence for audiences is essential to delivering great campaigns that truly resonate. She talks about how the job of a strategist is to make connections and to notice things, protecting the creative integrity of bold advertising ideas, and just why she has 64,000 photos on her phone.
Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing, and innovation communities, focusing on the areas of challenge and opportunity in the industry.
At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. On this channel, we’ll be sharing the latest data we’re exploring from our Google Ads Research & Insights team, trends we are tracking in the marketing industry, and insights we’ve uncovered, with perspectives from across the advertising industry. We hope you’ll subscribe and follow along.
Did you know that Think with Google Firestarters is now available as a podcast? Listen in to your favourite episodes here: goo.gle/firestarterspod
Chaptering:
00:00: Intro
04:00: Where taste comes from
07:00: Why advertisers need to understand people
13:10: What it means to be a good strategist
16:00: The role of data
17:05: Can advertising create culture?
27:00: Building trust and belief with clients
30:35: Bringing ideas to life
32:55: Making connections between things
37:55: Good habits for strategists

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