Turn people watching into your profession.

We’ve all done it. Waiting for a bus, we turn what would otherwise be a bore, into a fascinating observation of what it is to be a human. But people watching isn’t just a good way to pass the time, it’s genuinely work in advertising that is.

The best advertising finds new ways to slice straight through to the truth of what’s troubling or inspiring us, revealing a brand’s purpose along the way. To achieve this requires a deep understanding of human behaviour. That’s why the industry needs psychologists, anthropologists, sociologists and keen people watchers.

“The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes.”

Leo Burnett, founder of Leo Burnett Worldwide

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