I'm a simple person that believes in keeping things simple.

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That's how insights and strategy should be.

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So everything I do is about striving to simplify the complex.  Whether that's turning heavy research into insight, connecting business and problems to audience insight to create strategies, or building creative propositions based on insight that fuels great creative work.

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My starting point is almost always defining the problem.  That might come before the brief, or after the briefing, it might involve conducting research, speaking to customers or stakeholders, or really interrogating the brief.

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Once the problem is defined it's then usually a case of looking at audience/culture/category/competitors to find the insight that forms the basis of the strategy and creative propositions.

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Simple.