JWT Australia & New Zealand

• JWT Sydney
• JWT Melbourne
• JWT Auckland

ANDREW MCCOWAN Planning Director, Sydney

WHAT DOES HE BELIEVE?
That there are no "consumers" - just people. They live complex lives, with a wide variety of motivations, needs and interests. If we are to connect with people - we have to earn their interest and attention.

"Consumer insights" are the basis on which we connect with real people. So they are not about being creative, or being clever - they are about uncovering why people act, feel and think the way they do, and thereby establishing why the brand's offer is relevant and appealing to them.
I believe that real consumer insight is the starting point of real creative breakthroughs - it makes great communications.

WHO HAS HE WORKED WITH?
I have worked on a wide range of clients around the world, including: Kellogg, Unilever (H&PC and Foods), Reckitt Benkiser, Kraft Jacobs Suchard, Esso Petroleum, Diageo, Vodafone, HSBC, Kimberly Clark, Johnson & Johnson (Consumer and OTC healthcare), Energizer/ Schick, Thai Airways, McWilliams Wines.

WHERE HAS HE WORKED?
I started in advertising at Clemenger in Brisbane before heading to the UK, where I did my Masters degree and joined the JWT London office. I transferred to JWT in Sydney in 1998.

WHO INSPIRES HIM?
Isaac Assimov for inspiring people to believe in what was impossible, by inspiring people to think differently.

Steve Jobs for building a company that is all about making creativity both functional and beautiful - and again inspires people to think differently.