EMPATHY IS AT THE CORE OF THE CREATIVE PROCESS.

I heard a great line the other day: empathy is at the core of the creative process. I like to think of this as having to be in a selfless mode in order to produce effective work. When you manage to create emotionally evocative work, that means you’ve understood what makes your audience tick, and with empathy, have reached out meaningfully to engage them with your idea.

Creative planning starts with research, targeted observations and an examination of your audience’s core values. Once this insight is gained, then focusing on a message and conveying it with heart will guarantee a connection with your audience.

Way too many times I've seen advertising fail to focus-in on what matters to the target audience and consequently fails to make any difference in the consumers mind–this is usually because the ad wants to be everything to everybody.

Below are a few ads that have tugged on my heart strings.