Welcome to the world of One Minute To Midnight

Welcome to the World of One Minute to Midnight

Introducing

One Minute to Midnight

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

02

Letter from the editor Hello from London and New York Welcome to "Human Wins", the first edition of our magazine introducing One Minute to Midnight (OMTM).

Over the following pages you will meet us, appreciate what makes us tick, and hopefully gain a feeling for how we can form a long and meaningful relationship. We love having this opportunity to share who we are with you, and to present how we can help your organisation moving forward. We hope that you find what we have to say interesting and relevant to your organisation.

In the following pages, you'll find out about our company, the passionate and talented people that work here, our experience, the types of programmes we provide, and the ground-breaking insight that we work on.

Crucially, you will learn how our approach is different, and why we believe that we are more purposeful than other agencies.

We’ll take you through our philosophy, show some examples of our work, tell you a bit about us, and suggest a few ways that we might work together.

As you get to know us through this document you'll understand that ensuring everything has a very human perspective is what really drives us. At OMTM, we realise that in order to deliver critical and impactful global insight, we have to understand the shifting technologies that mediate so much of what people do now. However, we never forget what we are here to do; to enable our clients

to understand the humans with which they do business with. We facilitate more meaning and purpose so that our clients can make the right business decisions, based on true human understanding.

This dedication to human values helps to explain our relatively long name. If you map the history of the world onto a 24 hour clock, humans arrived at one minute to midnight. As such, our name serves as a constant reminder to us to keep everything we do human, even when embracing the latest and most innovative techniques.

Over the coming pages we will show you what makes us tick, our inner workings, why we love people, what this means to our unique approach, and why this is important.

Ok let's go... I could talk all day (and often do).

But for now I will leave the magazine to do the rest of the talking for us.

One final thing, should you need further info on anything, do not hesitate to contact any one of the team at weallarrived@oneminutetomidnight.life.

We are more than happy to tell you all about us and how we can help you in a little more detail.

Cheers from London and New York, Paul Human and Founder One Midnight to Midnight

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Super-purpose your insight through the power of Human Values Together let's make insights a little more Human

www.oneminutetomidnight.life

03

ONE MINUTE TO MIDNIGHT

MAY 2023

What’s in this thing?

HUMAN WINS

04

ONE MINUTE TO MIDNIGHT

Contents 06 Why is Human Insight Important?

An article by Paul, one of the One Minute to Midnight founders that lays down a little of our philosophy and why it is different in the modern world of wireless connection… with his own inimitable attitude.

08 The Proof is in the Pudding We give you a feel for the type of work we do, ranging from goals to inception and lastly, execution.

20 Our Expertise 5 areas of research we specialise in and how we do them differently

22

Award Winning Team A company is nothing without its people. Here we introduce the Senior Management team who would be dedicated to your business. You'll find awards, and some of the world’s biggest brands and a plethora of Airlines in their experience. The Dream Team!

24

The One Minute To Midnight Journey We interviewed the founders of One Minute to Midnight to find out a little of the story behind the company and why they created it. It gives you a feel for the passion and enthusiasm the guys imbue the whole team with and what this can mean for you.

26

HUMAN WINS

MAY 2023

7 Reasons why you might choose OMTM Lastly, we share with you just some of the reasons why we feel we might be able to help you guys with your insight needs.

Of course you may well disagree... it’s only human!

Contributors Sub-editors: Paul Laver Human and Founder of OMTM +44 (0)7834 943527 paul@oneminutetomidnight.life Doug Dunn Human and Founder of OMTM +44 (0)7811 262527 dd@oneminutetomidnight.life Contributors: Andy Cooper Human and Founder of OMTM Americas andy@oneminutetomidnight.life Karis O’Leary-Smith Human and Research Director of OMTM +44 (0)7894 115778 karis@oneminutetomidnight.life Design: Simon Cross Human and Creative Director of OMTM +44 (0)7810 513700 simon@essydesign.com

Human Wins - A Magazine Introducing One Minute to Midnight - A One Minute to Midnight Worldwide publication

05

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

Why is Human Insight Important?

New rules apply. A new order has risen. The locus of control has changed. Brands are no longer in charge.

Now is the time of the human!

Sound familiar? Have a peruse of any copy of Campaign or Marketing Week and you'll find at least two or three articles with words to this affect.

But what does all this really mean?

skip, and block the communications of businesses and brands that are not up to scratch. They are Masters and Mistresses of the Universe... or the business and brand universe at least.

We know now that tech and social media have empowered people like never before. People have more information; more ability to compare; they have digital megaphones to air grievances or passions; they create their own content and avoid,

Marketeers and brand guardians thought that tech and AI would be their 'weapon' but it has become the silver bullet of human truth that kills brand myths.

Values Values are the interface between the outer world and the inner human They are the compass that guides the other human dimensions The most powerful brands work on this level We must understand humans on a values level as values influence thinking, feeling, and action

Belief systems

Feelings Emotions are powerful in decision making

Our culture and environment impacts our attitudes and perceptions

It's vital to understand how they operate with respect to brands

It plays a key role in influencing everyday behavior and emotions

But we must understand what powers emotions as they don’t just happen

Often cross referenced with value systems It is important to understand belief system’s role in everyday decision-making

Behaviour Behaviours are how humans interact with the world They are easily observed and recorded But we must understand what guides and drives behaviour to be future facing

06

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

And this is where much insight and indeed marketing has been going wrong. It too often starts with the brand and how it can connect with its consumers or worse targets!

Even the very idea of a theoretical consumer is wrong (let alone something we can target). It suggests humans exist to consume our brands and products. They don't. Brands exist to help humans navigate their lives and enable them to live happy and satisfied existences.

Why and how do we get to values?

To really understand how brands work, we must start with the human. We need to start anchoring insight in what it means to be a human. You wouldn’t build a house on sand now would you?

Our human condition is a holistic one. It is not merely all about emotions, as some would have us believe; nor just about the behaviour as others suggest; nor are we trends or 'culture'. These are but a series of singular themes that in isolation, are mere amorphous constructs without real meaning...

As humans, we are organisms of 4 interrelated dimensions. We behave, we emote, we have belief systems, and most importantly, we are guided and shaped by our values; things of semi-permanence that influence our living totally. To gain insight into humans and how we form relationships with brands, we must first seek to understand ourselves on all four dimensions.

Brands and businesses need to plan and strategise how we can enable lives to be lead in the best way possible according to the values that make humans happy and content. As a consequence, our humans will form longer lasting, more meaningful relationships with our brands.

Values are the energies within us that drive our behaviour, thoughts, and emotions and the way we form relationships with the world around us.

By understanding a person's human values we understand them at their deepest and most meaningful level, which enables us to make authentic and purposeful bonds.

Uniquely we have adapted the world’s leading social psychological human values model for use within commercial insight.

• Used in over 65 countries on tens of thousands of people • Involves 10 overarching values • We have developed a ‘gamified’ process where

Recently we, at OMTM, have found through a global research programme covering China to US, and Brazil to India that there is a huge correlation between happiness and wellbeing and a life lived according to one’s values. If we can develop brands, products and services that enable a life led by values we will make people happier and this will only be good for our brands.

For us to succeed as marketeers and insight providers, we must refocus our energies on understanding the human holistically. Ultimately we all have to put humans first, not just for the benefits of our own companies and careers but also the world that we live in. Let's start to create a world of even greater mutual benefit between humans and our brands. It will take us to better places and help us build more genuine, authentic and powerful human-brand relationships. It's time to love the human!

participants create a hierarchy of the values most important to them • In a few minutes we can understand people at their deepest level by identifying their primary drivers...

• Shows people’s motivations in a dynamic way • Enables us to unpack brands, products and services, and their values, and match them to those of humans • Can be used as innovation spaces for ideation • Let’s us look into the future, as values are semi-permanent • Enables us to understand the true causality of emotions and belief systems to ultimately drive behaviour

07

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

The Proof is in the Pudding Over the course of winter 2022-2023, OMTM have ran a longitudinal study over 5 months exploring the lived experience and impact of the Cost of Living Crisis in the UK. As part of this study, we explored the impact the current economic climate has on travel…

We’re seeing a surge in flight and accommodation bookings, with experts predicting the busiest season since the pandemic began. But despite bookings seeming to defy the current economic climate, these holidays are not a reckless splurge. Spending money on a ‘non-essential’ when the nation is supposed to be tightening its belt means there’s an awful lot riding on our holidays to: • Be worth the money spent on them • To live up to the hopes pinned on them As a result we are yearning for a sense of security to guarantee that our vacations will be worth the financial and emotional investment.

We saw this desire for security manifest itself in three distinct ways: Returning to familiar holiday destinations offers solace and peace of mind. A study of 2,000 Brits found that 73% have revisited the same hotel abroad, with an average of over four return trips.

The comfort of knowing what to expect, where to go, and what to avoid, coupled with nostalgia for past holiday memories, makes returning to

old favorites an easy choice. It guarantees a good time and a sense of security while being mindful of spending.

Spreading the risk through mini-breaks allows for joy in smaller portions. It provides multiple opportunities to escape reality and enjoy oneself without putting all hopes and finances into one holiday. This approach prevents excessive spending, preserves annual leave, and avoids prolonged dissatisfaction. The assurance of having more chances for successful vacations fosters a sense of security and eliminates the fear of regret.

Package holidays and all-inclusive deals are increasingly popular, with 29% of Brits planning to take an all-inclusive holiday in 2023. Choosing such packages provides a sense of control over the total cost, offering financial certainty and eliminating surprises upon arrival. While it may seem like a significant upfront expense, it grants travellers freedom and peace of mind, enabling them to fully enjoy their holiday without worrying about additional costs.

5 things to know about this programme • Provided meaning and understanding behind the surge in holiday bookings despite the current economic climate • Part of a longitudinal study looking at the impact the cost of living has on key sectors • Depth interviews with audiences from a range of socio-economic backgrounds • Explores how the desire for security around travel manifests itself in 3 distinct ways • Delivered key points to provocations for how brands can help mitigate the risk associated with big spends

08

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Over the last couple of years, we have been doing some amazing work with some great brands and organisations.

Let’s take a look at a few highlights...

09

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

10

A Global Exploration of Travellers A couple of years ago, the team at OMTM were commissioned by Dubai Tourism to help build a global segmentation of the travel market. The mission was to understand orientations around the world towards the Gulf and Dubai. We accomplished this by conducting a massive piece of qualitative work that fed into an enormous piece of quantitative work.

5 things to know about this programme • Over 300 hours of qualitative work • 24 markets in Europe, North America Russia, Middle East (including Iran), Africa (Nigeria and RSA) and Asia (including India, Pakistan, and Indonesia).

• A variety of audiences including leisure and business travellers across the age ranges, journalists, bloggers, academics, and travel agents.

• Presented at ministerial level • A complimentary mixture of face to face interviewing, auto ethnography, and web enabled work

The work was literally ground breaking as The Department of Tourism and Commerce Marketing (DTCM) had done very little beyond the confines of the UAE and the GGC before then.

The programme covered a total of 25 markets and diverse audiences from Saudi families to German independent travellers, from the travel editor of the South China Post to Jonny Jet, an American blogger with over 2 million followers, from Korean Academics to the Indian and Arab Diaspora in the US. Rarely, if ever, has such a broad and deep piece of travel research been conducted. The team at OMTM (under a previous brand name, Olive) were entrusted to conduct this work.

It resulted not only in a clear and useful segmentation but also actions for various local markets in terms of media spend and strategy (from TV content placement in Korea for the whole of East Asia to social in the US and UK as the agents are 'dead' to developing a product for the Australian greys).

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

"One Minute to Midnight helped us with a large global discovery program on how people travel. Over the course of 5 months, we covered 25 countries and spoke with over 300 people. We needed to go deeper than the standard travel study and they delivered.

Not only was the research extremely high quality, insightful and more trained on actual behaviours than standard studies but the output was delivered in both engaging and ultimately very actionable formats. Honestly, they were the only firm I could trust with this type of research."

Insight Director, Dubai Tourism

11

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

Deep diving into customers’ journeys highlighted potential opportunities for Delta OMTM have partnered with Delta on numerous research projects which have fed into their strategic thinking and planning. Let’s hone in on one prominent project which helped Delta answer a key business challenge.

Delta wanted to address a key business challenge: identifying ways to boost customer spending and generate additional revenue. The research aimed to uncover insights that would inspire Delta's future strategies.

To gain these insights, OMTM employed a digital pre-task that prompted participants to reflect on a recent trip.

Subsequently, one-on-one in-depth interviews were conducted to delve into participants' experiences, journeys, and mindsets.

Our insights not only delivered inspiration Delta tapped into for increased customer spending, but it also guided targeted strategies that optimized revenue generation throughout the entire travel experience.

5 things to know about this programme • Uncovered the spending mindset and opportunities for budget stretch across the trip • A mix of pre-work and depth interviews to enable considered reflections • Intricate journey mapping allowed us to immerse ourselves into the spend mindset • Provided ‘incremental’ opportunities as well as more radical, higher impact opportunities • Identified a strong significant opportunity for Delta which showed significant ROI

12

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

“On numerous occasions, Karis has been an exceptional research partner that has been able to guide us through complexity and ambiguity.

Last year, we set out to understand how consumers define and build trust with brands.

Although the research goal was clear we knew that such a complex and emotional topic can be difficult to study. However, Karis and her team met the challenge and formulated a global research plan that translated the objectives into a project that has generated some of the most impactful and actionable insights for our organization in the last few years.”

Manager, Experience Research and Insight

13

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Understanding the Traveller mindset and motivations to deliver powerful and compelling value propositions Tiqets is an online booking platform for museums and attractions, connecting travellers worldwide to more ways to experience culture. As a fairly new platform, they faced many unknowns about their audience, beyond what Google analytics told them. As a result, they were creating value propositions that failed to resonate and meaningfully connect.

The team came to OMTM with the challenge of getting to know Travellers’ values, behaviours and motivations in order to connect with them on a human level and create propositions that add value to their travel experience.

To immerse ourselves into the Traveller mindset, we hosted a 2 week online digital diary with 15 Travellers. We used an online platform to go deep into people’s travel behaviours as well as the feelings and motivations behind them via video and photo tasks, and written responses. A significant part of this was OMTM’s Human Values Game... Through this, we identified what guides and motivates travellers in everyday life and how this compared to when they were on holidays. We asked: what’s dialled up and what’s dialled down? Are holidays a chance to express self-direction by getting off the beaten track? Or are they chance for pure indulgence which they struggle to fit in at home?

These human truths enabled us to create 4 Traveller typologies, and we highlighted which ones were most valuable to Tiqets based on travel activities, booking preferences & budgets. For each audience, we uncovered a deep understanding of the motivations for visiting cultural attractions which helped inspire the Tiqets team to define and communicate them in comms. In addition, we uncovered rich insight into the competitor landscape and offerings to understand what makes Tiqets’ value propositions unique and thus compelling.

5 things to know about this programme • A deep understanding of the motivations and behaviours around tourist and cultural attractions • Online ethnography to capture behaviours and emotions of the travel experience • Created 4 audience typologies with specific drivers and barriers • Values methodology provided a framework for our audience to unpack somewhat intangible motivations • Presented to senior team at Tiqets

141

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

15

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

The future of travel product for Britain

5 things to know about this programme • Vitally important strategic piece of work to the nation • Shared widely across the travel industry • Integrated qual and quant • Over 15,000 interviews across 10 markets globally • Plus over 50 hours of qualitative work across Europe and North America

OMTM is one of the go to agencies for the tourism authorities of Britain when understanding global tourism on a strategic level.

nationally important work that OMTM gets entrusted with a few agencies have our hands on, global experience in travel and tourism.

Visit Britain/England came to us to conduct a ground breaking programme which encompassed a total of 10 markets, including China, Australia, the Nordics, and the US.

Initially, the work involved a large online quantitative study identifying hot areas of potential. This was then followed by several waves of deep market research involving our roving team of senior qualitative researchers. We went to the market and explored the most fertile areas in depth. Not only did we enable the industry to develop the product, but we also helped evolve and guide product execution.

The British tourism industry had been given a multi-million pound fund to invest in developing new tourism products to get people to consider not just London, but beyond. The initial goals of the programme were to identify potential ‘hotspots’; activity areas that could benefit from funding and that would attract tourists from around a world. This is the type of

16

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

17

“It’s always a real pleasure to work with One Minute to Midnight. Their expertise in qualitative and quantitative research means that they can really get to the heart of the brief and deliver real insights that are used throughout our organisation and across the wider tourism industry.”

Insight Manager, VisitBritain

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

Defining a challenger airline brand and developing metrics moving forward Long-running brand trackers are always at risk of being the least interesting part of the insight world – “if it’s interesting, it’s wrong” is purportedly one of the more infamous ‘philosophies’ taken by a tracking house...

We were brought into this project to put humans front and centre, and help the voices of fliers themselves pilot the brand towards an exciting horizon.

From the get go our work involved a relatively simple brand tracker, but unlike many tracking studies, we were able to be much more dynamic, forward-looking, and valuable to the business. By integrating a concept development angle to the research, we could triangulated between what differentiated the brand in terms of tone of voice, product offer, and what the audiences were looking for in the experience. The result was that we illuminated a genuinely exciting path for the brand (Icelandair) to navigate in its future.

To begin with, we needed to provide clarity about where the brand currently sat in its audience’s eyes, what that meant in relation to key competitors, and then provide the first measurement of the brand perceptions in a process to track Icelandair’s brand performance on an ongoing basis. But before we’d even dug into the brand’s own performance, we’d identified an airline which had been ignored but had recently appeared on Icelandair’s wing and would certainly be one to watch in the near future.

The programme insight was able to do several things for the brand, not least confirming that the foundation of the strategy was built on a solid ground and could be confidently and comprehensively committed to by brand and product teams.

Alongside that underpinning, we were also able to build a KPI structure generated from a human perspective – what real fliers wanted and needed from the brand, aligned with but not dictated by, the business’ needs.

Using our extensive airline experience, we were able to offer insight to the brand and agency teams that helped guide where the brand will be aiming and what it’ll be measured on in coming years – a hugely satisfying contribution to an exciting airline.

5 things to know about this programme • First ever brand tracking study undertaken by the airline • Reported into CMO and ad agency founder • Quantitative brand tracking survey and concept testing • 6 international markets (including 2 US hubs) • Established KPIs now adopted by agencies and the marketing team

18

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

“Using our extensive airline experience, we were able to offer insight to the brand and agency teams that helped guide where the brand will be aiming and what it’ll be measured on in coming years – a hugely satisfying contribution to an exciting airline.”

The OMTM Team

19

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Here are 5 briefs you might consider sending our way, just to get a feeling for the OMTM approach...

The work we do is heavy in strategic exploration, often using the Human Values model to unpack interesting spaces and build on previous learnings. However, sometimes it is not necessary and we will apply more orthodox approaches. We believe in flexibility so it very much depends on the subject at hand.

We are method neutral. Any of these programmes might contain qual, quant, digital, virtual - it depends on the specific brief to which we will develop bespoke solutions. We will work closely with you to develop the most appropriate approach, not only for the research design but also how we disseminate the insight.

20

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

1. Strategic audience understanding... whether by creating a segmentation or by utilising the power of Human Values; creating empathic bridges of understanding between you and your audiences 2. Brand positioning based on understanding how the brand and its potential audience interact through Human Values.

3. Communications development, whether it be assisting in strategic proposition or creative executional follow-through.

4. New product and service development whether this be developing platforms to innovate from or to assess concepts already in development.

5. Specific issue deep dive. There may be a particular barrier that needs to be overcome or a lever to be optimised. We help to tackle specific challenges by using our unique Human Values lens and can often find new, exciting and original solutions.

21

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Award winning team Any company is its people... here are some of ours Let’s meet your dedicated senior team. First off we’ll tell you a little about them and then like all good researchers, we’ll ask a few questions and let them expres you can understand the human behind the CV.s themselves so

22

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

Paul Laver Paul has over 25 years’ experience of global market research and a considerable proportion of that has been in the travel industry. Few researchers will have worked and managed teams in as many countries as Paul.

At last count he had been to over 60 markets on business ranging from Egypt, Kuwait, Saudi, and UAE to China, Japan, US, Latin America, Australia and all across Europe including Russia. He has conducted work for many of the world’s leading brands including PlayStation, MasterCard, Epson Printers, Jonnie Walker, Virgin, HSBC, and Citibank.

Doug Dunn Previous to One Minute to Midnight, Doug founded, built and sold insight agency, Tuned In Research (now Tonic, part of Material), establishing offices in London and NYC and being commended as Best Agency (Under £20M) in 2013. Doug feels privileged to have worked with a wide range of clients during his 18-year career including; MTV, Sony Music, Bacardi Global Brands, PlayStation, Unilever, Expedia, Visit Britain, General Mills, The UK Government, Gap, Lacoste and Adidas to name a few.

Doug loves the intersection of creativity and business and is a winner of both Research awards and Creative awards (from his time as an agency planner), as well as having appeared on TV, in the press and at many conferences as an authority on research. He also holds the Chartered Institute of Marketing’s Post Graduate diploma and a degree in both marketing and drama. Doug brings this mix of strategic thinking and creativity to each project and is passionate about making insight as engaging as it can be for all involved.

Andy Cooper Andy has been working in research for over 15 years, and is a specialist in international qualitative research. His work has taken him all around the world; from interviewing bikers in Malaysia to football fans in Nigeria. His ethnographic work with Truck Drivers across Europe and South East Asia saw him pick up two MRS Awards in 2016. He loves the opportunity to be on the ground and immersed in the real human world and experiences of an audience. For the past three years Andy has been based in New York setting up the One Minute To Midnight Americas office. In that time the team has grown from just him (and his cats) to 8 brilliant researchers. From New York he leads One Minute To Midnight’s work with clients including PlayStation, Unilever and TikTok.

, Karis O Leary-Smith Karis has over 8 years of global experience with considerable focus on the airline and travel industry. She’s worked for carriers such as Delta Air Lines and Icelandair, and on brands including Visit England, Visit Britain, and Tiqets.

Whilst her frequent flyer status is a couple of tiers below Paul’s, she’s run insight projects on an international scale, covering the US & Canada, Mexico, Brazil, most of Europe, Russia, South Korea, Japan, and Australia. Karis finds research in the airline and travel industry rewarding, granting access to the full suite of emotions that make us human: excitement, joy, pride, stress, fear, exhaustion, anger – all across cultures.

Outside of the travel industry, she’s worked for leading global brands, including TikTok, PlayStation, Unilever, PepsiCo, the BBC, Sony Music, and Duolingo.

23

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

24

The One Minute to Midnight Journey We interviewed the One Midnight to Midnight founders to understand their story and why they came up with the business. Here's what they said...

So how did you guys meet?

Doug: It's about 10 years ago now. I was running a pretty big multi-country online communities’ company (Tuned In).

We were doing some cool stuff for the likes of Bacardi, Unilever, and General Mills. We had offices in New York and London... 50 odd staff. It was a fun business.

Paul: I was running Olive Insight at the time. I’d left HPI’ a large UK agency a few years earlier and set up Olive to specialise in large global work in the travel and entertainment space... mainly focussing on large global strategic pieces.

Doug: We were introduced by one of the leading lights in the Advertising Industry George Bryant... he runs Brooklyn Brothers now and is actually Non-Exec director of One Minute to Midnight.

Paul: At the time there was not so much synergy between the businesses but we stayed in touch.

Doug: I sold my shares in Tuned In as I wanted to get more hands on in research to really offer clients more powerful insights but it meant that I had a period of gardening leave where I couldn't set up any other businesses.

Paul: And this is when it really started to happen.

Olive was centre and I needed someone to manage the London operation as I was being asked to conduct a huge global ongoing insight programme for Dubai Tourism across 22 markets. They needed my expertise on the ground in the region and beyond,� overseeing everything to make it happen properly. Doug came on board and basically managed the central team and all the work for our clients across US and Europe whilst I globally

Doug: And Paul is the best brain in the industry I have come across and perhaps has more experience of more markets and sectors of anybody else I know. An amazing conceptual ist who manages to distill the complex into as simple as it can be but no simpler to liberally paraphrase Einstein.

Paul: So it seemed logical to join forces and design something really compelling.

So tell us a little bit about Human Values. Why and how did you come up with this approach?

Doug: We of course are highly engaged in the industry and we wanted to develop a company that really stood for something... That took insight to a new level.

Paul: In truth we weren't happy where the industry is going.

It seems to have become addicted to itself and rather than developing approaches designed to enable greater meaning and purpose it has become more focused on the tools, and the widgets than the end substance.

Doug: We wanted to develop something that really super powered insight. We were working on a big global piece of work for Visit Britain in China and Brazil on culture and we developed a model based around how humans devour and appreciate culture based on feeling, belief systems, and behaviour, and how it connects with them at the deepest level, through their values.

Paul: It made so much sense and really invigorated Visit Britain to think about the culture offering in a different way. And it made us think. We can use this. This can explain so much insight.

And what makes it different?

When did the idea for setting up One Minute To Midnight come to you?

Doug: Many agencies untap the way humans think and behave towards brands. Others talk about culture and others bang on about emotion...

Paul: During this time working together it was clear from the beginning of our collaboration that this was a meeting of minds; we brought different things to the party. Doug has great vision and passion and has experience of building up companies to large on going concerns.

Paul: But no-one can explain the holistic perspective.

We are not beasts that behave, nor are we mere emotional vessels or simply guided by our belief systems... all these forces are governed by something... our inner most drives, needs and motivators... our human values.

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

Doug: So by taking a human values approach and understanding how this powers emotions, belief systems and behaviours we can provide the most holistic understanding. That's what makes this truly exciting... and why the insights we deliver are so powerful, meaningful and purposeful... as they are based on the human condition...this is Human Insight!

How has it gone thus far?

Doug: Well the first few months were a little tough... but the last few years has been incredible and now the whole thing is really flying. It seems folk are really looking for something different, something to really help navigate all the insight and to give it meaning.

This really is where the Human Values them in people’s hearts and minds so that they really mean something and can be of use. Insight stops being insight and becomes knowledge that results in wiser decision making.

What do you think are the big challenges moving forward in Insight?

Paul: As the world moves towards automation it is important to know what we are measuring is indeed meaningful on a human level. Everyone is being swamped by big data and we need a little humility, to try to understand what this means from a human level.

If we don't do this we'll see more stuff like the Pepsi fiasco where something seemed to make sense but was

not really understood on a deeply human level... that brand can’t have that conversation in that way.

Doug: For me, it is that a lot of insight can get lost in organisations. We believe in truly making an impact with insight, to express outputs creatively so that they can create legacy within organisations. Recently we have been asked a few times to come in and breathe life into stale segmentations both intellectually and physically... It is about engaging audiences by providing simple, powerful ideas packaged in creative communicative formats. It is about creating insights with a really human touch and feel...

What's the dream?

Paul: To be the best insight agency in the world and to have a boutique presence in 4 continents. We’re already half way there, with offices in London and New York. And to make the world a little better by what we do.

Doug: To work with some of the leading brands in a small number of sectors. To foster long-term relationships. We find our clients tend to be real 'keepers' and come back time and again as they know we can deliver. We want to help more clients to gain the most human insights that enable them to develop the most powerful human relationships... and to have fun along the way.

25

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

And finally...

Everyone likes a good Top 5 or 10 so we thought we'd leave you with...one to take away... perhaps to focus your mind a little, or not as the case may be...

26

ONE MINUTE TO MIDNIGHT

HUMAN WINS

MAY 2023

7 Reasons why you might chose One Minute to Midnight

1

We bring a sizeable amount of airline experience, gleaned over many years for some of the world’s leading carriers, across a range of projects both strategic and tactical, qualitative, and quantitative.

5

2

We are well versed in researching all over the world in both emerging and emerged markets.

3

Our team has a huge amount of personal experience when it comes to travellers across the world. We get how travel is different in different geographies because of the social-cultural context.

4

We have a ground-breaking and original way of looking at research and insight that is designed to create purposeful and meaningful outputs for business.

7

We continually seek to embed insights within businesses in creative ways so that they live beyond the insight department and serve as really strong calls to action for the company.

6

Our team is experienced and well-versed with presenting into C-suite meetings.

We are a pleasure to work with, taking our partners and clients on amazing journeys into greater knowledge and enabling all to take wise and judicious decisions... you will enjoy working with us as we will take your insight to places it has not gone before.

27

ONE MINUTE TO MIDNIGHT

MAY 2023

HUMAN WINS

IT’S NOT JUST THE JOURNEY OR THE DESTINATION, IT’S WHO YOU’RE TRAVELLING WITH OMTM are a global research agency based in London and New York.

We work with some of the world’s leading entertainment, travel, and leisure brands.We provide insights for strategy development and tactical execution across audience, brand, product, service, and communications.

www.oneminutetomidnight.life For information on how Human Insight can help your business contact weallarrived@oneminutetomdinight.life

28