The world is changing so rapidly we can’t possibly be experts on everything.
Everyone does not behave, think and dream just like us. And while our gut instinct for shifts in culture is probably good, it can’t always be right, or be nuanced enough to make the work truly resonate. To create advertising that better understands the people it’s trying to reach, we need to learn from them rather than believe we know best. It’s this mentality that is at the heart of our Cultural Mapping process, our model and everything else we do at BBL.