Ed Cotton on Trends, Should You Care? at PSFK Conference San Francisco 2008
In this video, Ed Cotton (Influx Insights / BSSP) kicks off the morning explaining why trends and inspiration matter. Approaching the whole idea of his talk from a creative perspective, Ed describes how account planners or other individuals responsible for briefing creative people can package their message up in a way to get them to pay attention.
Covering everything from Burger King’s $190 burger to guerrilla gardeners to cupcakes, Ed helps define what a trend is and how trend insights can help connect an idea and be more interesting that flat reports.