After watching one of his advertising campaigns get decimated in a poorly conducted focus group, Bob Cuneo had seen enough. He told his client, “There simply has to be a better way to do this.” The client laughed and said, “If you think you can do a better job, get in there!” Bob decided he had nothing to lose, so he did. After winning national advertising awards as a creative director on iconic brands like Budweiser, Skittles, and Purina Puppy Chow, Bob moderated his first focus group…and decided to alter the course of his ad agency, Brado Cuneo to focus soley on the strategic side of communications.
Bob found most research approaches formulaic, with dense, indecipherable reports and abstract, un-actionable recommendations. He fell this stymied creativity, so, Brado began focusing on market research. Later, teaming with Steve Nollau, his best friend from their Budweiser ad agency days, Bob grew Brado Creative Insight into a nationally recognized, innovative strategic marketing research firm driven by creativity and inspirational insight.
Bob believes the creativity required to achieve insight and solve difficult marketing problems far exceeds the demands of his creative director roles, and he works with industry leaders to make insight the indispensable driver of change.