The audience. So it's very easy as an agent to become obsessed with the client's kind of look and feel and their objectives. When you're in advertising and marketing that's basically sales based, most of the time. Of course, they talk about creating content and highlighting brand aspects or refreshing what they're doing or you know, all these things, but essentially, you should be selling stuff. That's what advertising is about and what marketing is essentially about. However, I think it's just as important to to think through the audience's point of view.

You often see in the briefing materials that you received from clients that kind of the customer journey, you know, what they go through, either in their life as a sort of big story or on a on any given day, you know, so you get the kind of audience file, you know, somebody who's buying deodorant for the moments? are you different from us buying a high performance sports car, you know, there's the mindsets different, the audience is often different. So whatever it is, you're doing, you know, kind of walk a mile in that person's shoes. And I think I've noticed over the years advertising people are very good at empathy. Thinking about how other people feel. I'm a white English man clearly, um, but I've worked for many female products in the past or products designed in different different racial groups or ages.

And it's, it's, it's part of the pleasure of the job for me to kind of think about how different people live and how they feel what they experience and that's a really deep an interesting part of advertising. So think about the audience. You know, if they're walking through a shopping center or shopping mall, and you want them to come into your events. Bass sample something for example, you know, you've got to think about what they're doing, they're probably quite tired. Is it a Saturday is a busy? Is it hot?

Is it cold? What can you do for them? You know, we'll get onto the idea in a minute how we develop an idea. But I think if you're creating an experience, to my mind, I think it has to hold some utility. So we use doesn't have to be boring or too pragmatic. It can still be irreverent fun.

But I think it has to have some sort of inherent value for your audience, beyond just you saying, hey, we've got this new thing we want to sell you or tell you about, you know, and a lot of brands think that people automatically care about them. And of course, they don't. It's very rare. It's very rare. And, you know, Blessed is the brand where people love them, you know, all the time and want to hear more about them. There are some brands out there like that.

But don't presume that your audience cares about you and do something to make them care and I'll do something by valuable, something entertaining. You know, just think through your audience's mind. gonna live a day in their life for a while to find as much about them as you can. And you can't go too far on the thought. So think about the audience first and then think about the brand. And how you know where the sweet spots are, you know where your brand can actually do something good for that audience from the audience's point of view.

So, audience first, think about them.