The Compassionate Creative: Calling for Advertisers to Let Empathy and Insight Drive Design

“I don’t know a lot about makeup. When Organic started the pitch process for a major pitch for a cosmetics company, I thought Bobbi Brown was married to Whitney and that MAC was a line of Apple products. How could we get smart about women’s cosmetics? The answer was to immerse the team in the lives of women who use the product.”