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Engage

What matters to consumers and hence to our clients? Today? Tomorrow? Next week? Next year?

Engage is a collection of perspectives from some of the best and brightest leaders in the Draftfcb global network on a wide variety of subjects and issues. In the too-much-information age ask yourself: how do you Engage?

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Add Art to the Science of Qualitative Research

Feb 22, 2010

Jamie Shuttleworth, EVP, Chief Strategic Planning Officer, Draftfcb Chicago

Steve James is an award-winning documentary film­maker who’s been in the game for a long time. Curiosity, seeking to understand, and developing empathy with his subjects drive Steve’s successful work — and when we are at our best as an agency, we do the same. Recognizing that connection, we invited Steve to visit Draftfcb to share his art and his methods, and explore what we could learn and perhaps link to our own work.

Here are six practices now in our planning toolbox. They bring art into the science of understanding and can help any agency or client improve their development of empathy and insights. Download this article with color images [PDF]

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