My father, an award-winning Art Director, first introduced me to the world of advertising. A poster with the David Ogilvy quote “It’s not creative unless it sells” hung on his walls. My father added: “And you can’t sell to someone unless you understand his/her behavior.”
Curiosity about human behavior is a fundamental aspect of our nature. Personally, I believe it is a driving force behind our quest for understanding and creating meaningful connections. From psychology to sociology, the study of human behavior unveils intricate patterns, motivations, and responses that shape our interactions and decisions.
Beyond academia and data points, our fascination with human behavior finds expression in art, literature, and entertainment. Characters in stories mirror our own behaviors, creating relatable experiences that resonate deeply.
In my daily life, observing human behavior helps me navigate social situations, foster empathy and build effective communication.
My daily mantra is that it is this deep-seated curiosity that forms the origin of crafting a new and delightful creative direction, selecting a unique color palette for a campaign, and intricately weaving the narrative for a trailer.
This human focused curiosity always plays out in our creative outputs and has allowed MA&TH to seamlessly imbibe the Sei-katsu-sha* Insight philosophy and to integrate seamlessly into the Hakuhodo way of thinking.
* “Sei-katsu-sha” is a term we use to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams.
Roles and titles current when this article was published in August 2023.