What This Ad Agency Hopes to Learn by Living With an Ordinary Family for a Week | Adweek


David Ogilvy once said, “The customer is not a moron. She’s your wife.”

It’s easy to say, but how many agencies live by the notion that consumers are people we know and love? Italian agency Le Balene is about to find out whether it meets the bar … and it’s looking for someone to join them.

Creatives in Italy have a similar saying to Ogilvy’s. Developed by writer Alberto Arbasino in the ’60s, it’s become a compass for pitches and brainstorms: “This should be understandable for the Voghera housewife”—Voghera being a small town in Lombardy, and the Voghera housewife being the average person.

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