Praveen Vaidyanathan @v_praveen Twitter profile

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Praveen Vaidyanathan

6 years

I just published “Ad agency philosophies and taglines of the global 700”

Ad agency philosophies and taglines of the global 700

An agency philosophy is one of the most distinctive features of the ad industry. But to understand it is to first recognise the point of…

medium.com

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Praveen Vaidyanathan

@v_praveen

3 months

Sir John Hegarty's creative manifesto via Kris Andrew Small + WeTransfer

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9 years

@RichardDawkins ; @SamHarrisOrg women protest against the forced wearing of the hijab in Iran, 1979. #religion

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4 years

Ad bootcamp for young ad people and everyone else.. PS — there are no new ideas, only combinations of prior ideas; so it's handy viewing even if you're amazing via @g_sehringer @MarkSareff

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@v_praveen

8 years

Poets write honestly about everything. Everything except money, and their lack of it.

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3 months

Advertising has lost its purpose to clients because it doesn't do what it sells via Guy Barnett, reflecting on 30 years in the ad ‘game’

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@v_praveen

4 years

Laws of advertising: 1 Nobody cares 2 If it's not seen it's useless 3 You need risk to stand out 4 Don't bore, seduce 5 You can't create by committee 6 Quality over quantity 7 Tell the truth 8 Jargon = nothing 9 Pictures beat frames 10 Fun > serious

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@v_praveen

6 years

25 points on the rise and fall of brand purpose

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@v_praveen

10 months

The planner manifesto via Matt Waksman, Head of Strategy, Ogilvy UK

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@v_praveen

4 years

Strategy = the what Creative = the how via @davetrott , @simonveksner #PraveensNotebook

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@v_praveen

5 years

Just as there are only 7 basic plots, there are probably only 52 strategies or solutions for every brief. Two ECDs put together a bunch of cases for each of those 52 strategies so creatives can face the blank page and looming deadlines with confidence.

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@v_praveen

2 months

When brands 'champion' culture.. via @alexkrokus

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@v_praveen

2 years

What marketing people mean when they talk.. via @AdContrarian

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@v_praveen

5 years

Your creative brief is the first ad. (Jon Steel, @GSP ; John Hegarty, @BBHblacksheep @BBHLabs )

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@v_praveen

4 months

Ways to a crafty tagline.. via Jason Bagley, former ECD, W+K

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@v_praveen

4 years

The basic architecture of how advertising works.. via @BinetLes @martin_beverley

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Praveen Vaidyanathan

@v_praveen

6 years

Useful thoughts from many mentors, @davetrott @shanesmith30 @mweigel @tomfgoodwin @JimCarroll7 @AdContrarian @faris @davetrott @tomroach @undermanager @markpollard @markritson @rshotton @juliancole @simonveksner @rorysutherland @MelanieArrow @Robertc1970 . Thank you.

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2 months

Strategy doesn't need 100 slides — insecurity does via Leon Phang ft. Jung von Matt's strategic brevity

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@v_praveen

4 years

The curve of bullshit: Junior people in advertising and marketing want to sound more senior.. So they use a lot of jargon and buzzwords Then, as people become more confident in their ability and experience, they park bullshit terms and speak like people again via Justin Lane

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2 years

The ad agency lifecycle via Mark Green

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2 years

If 'Lemon' was written today via @Dr_Draper

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3 years

A strategy cookbook, distilling 25 years of planning learnings via Craig Mawdsley and Bridget Angear, ex CSOs, AMV BBDO

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@v_praveen

4 years

Framing problems: Like Einstein, spend 55 mins in an hour defining your problem Once you’ve articulated the problem properly, answers will flow naturally A trick to this craft: Start with the business issue, and then explain why it’s happening via @GroupThink @robistyping

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@v_praveen

4 years

Advertising has lost its charm because it's being taken too seriously via Cannes Lions, Benoit Weisser

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Praveen Vaidyanathan

@v_praveen

4 years

Andy Warhol Fay Weldon F. Scott Fitzgerald Salman Rushdie Mary Higgins Clark Martin Amis Ridley Scott David Fincher Alan Parker Helen Gurley Brown Spike Jonze Michel Gondry Hugh Hefner Jim Henson Tim Allen James Patterson Joseph Heller Alec Guinness.. started in ad agencies

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1 year

The ad agency lifecycle via Mark Chan

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2 months

Strategy over tactics via @janthonylong

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3 years

Planning = simplify (the what) Creative = exaggerate (the how) via @davetrott

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2 years

Trends take you to places where you can end up like everyone else via Brodie Evans

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4 years

Good strategy is ruthlessly singular/single-minded. via @zacmartin

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4 years

One of @BBHLabs ' original creative brief format.. via Leslie Butterfield's Excellence in Advertising

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4 years

A take on planning.. #PraveensNotebook

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3 years

The arc of marketing.. via Potta Findikidis; @markritson

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4 years

If you think creatives can't be CEOs, you're wrong via @Schwartzie14 , CEO, @TBWAChiatNY #PraveensNotebook

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@v_praveen

3 years

Marketing truths we routinely overlook, many drawn from @ProfByron via @adliterate , CSO, Saatchi & Saatchi

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@v_praveen

3 years

Insights aren’t just observations; they’re constructed from the nooks and crannies of human behaviour via Luke Sullivan, Fallon, The Martin Agency

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4 years

Strategy is only as good as the creative. via Jon Steel #PraveensNotebook

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4 years

A bunch of feelings you can't explain.. via @markpollard ; Jocelyn Brady

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@v_praveen

8 months

Strategy = the what Creative = the how via @davetrott

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@v_praveen

1 year

Planning = simplify (the what) Creative = exaggerate (the how) via @davetrott

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Praveen Vaidyanathan

@v_praveen

3 years

'Advertising has never felt like a smaller, less important, more tactical, less idea driven business. Did we all just give up 15 years ago and start looking at spreadsheets to evaluate the wonder we could bring about. What happened to craft, ideas or boldness' @tomfgoodwin

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Praveen Vaidyanathan

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2 years

Another expression of the funnel to clarify the idea that building mental availability isn't just an awareness thing, it's the fundamental role of advertising via @tomroach

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@v_praveen

2 years

A brand manifesto is one way to articulate your strategy as a narrative — and thinking of strategies as narratives can be useful via @EmilyPenny

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@v_praveen

3 years

The Crispin Porter + Bogusky approach to advertising via Jonas Winnenmark and Tobias Carlson, Creative Directors, CP+B

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3 years

A BBH creative brief via Leon Phang

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4 months

100 timeless plots via Nathan Baugh

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6 months

Ambition reduced to lifelong mortgage for a modest home mocks human ingenuity via @rorysutherland

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@v_praveen

3 years

'All the pitches I've been on can be summed up in this graph' BBH planning legend @JimCarroll7 via @APGLondon

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4 years

Creatives, like investors, prefer their briefs upside down via Dustin Lane (BMF, M&C Saatchi), Simon Veksner (DDB, BBH)

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@v_praveen

5 years

Out in the real world, your big numbers mean really small numbers. @AdContrarian

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@v_praveen

11 months

92 decks on 2024 trends — from Accenture, BlackRock, EY, Expedia, Fidelity, Gartner, Goldman, Mercer, WGSN etc. via Dan Barker ht MacFarland

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@v_praveen

3 years

25 behavioural biases.. From @rshotton 's The Choice Factory; via @alexjmurrell

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10 months

Strategy is the thing Tim Nudd ft. Tor Myhren, VP, Marketing, Apple

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@v_praveen

3 years

Original presentation for Old Spice's 'The Man Your Man Could Smell Like' by Eric Kallman (copywriter) and Craig Allen (art director); they ended up producing 90% of the script probably because it escaped research / focus group testing via Britton Taylor, Planning Director, W+K

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@v_praveen

4 years

To make great advertising, an agency needs 3 things: 1 The management that wants it 2 The creative ppl who can make it 3 Crucially, the clients who'll buy it Great clients make great agencies, not the reverse (Ref. Honda/W+K) via McCabe E, Bates I, Chesters K, Aitchison J

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@v_praveen

1 year

Not all brands need purpose porpoise

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11 months

"In 1988, Reebok and Nike had the same share. Reebok’s line: Because Life Is Not A Spectator Sport. Nike launched: Just Do It Reebok changed its mantra 14 times in 2 decades. Nike didn’t. Nike is now worth $31.3b, Reebok $2.5b. Continuity beats reinvention" via John Hegarty

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@v_praveen

8 years

Love is like cocaine

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@v_praveen

3 years

Re: advertising is dead via @ProfByron

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3 years

LEGO brand on a page via @WarJessEagle

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@v_praveen

7 months

All 'comms strategy' is the same — find a new combination of three alliterative words to recycle the same strategy thinking again and again via Joe Burns

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@v_praveen

4 years

'The story that planners must be able to define and tell (brilliantly).. When these categories are tight, when one thing flows into the other, you've built the proverbial strategic fortress' via @heidi_hackemer

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Praveen Vaidyanathan

@v_praveen

3 years

Briefs ought to be creative, before they get anywhere near the 'creative department' — i.e., don't just relay, reframe via @davetrott

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Praveen Vaidyanathan

@v_praveen

2 years

Consider mental availability before persuasion via Prof. Jenni Romaniuk #PraveensNotebook

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@v_praveen

2 years

The ad industry's creativity and effectiveness crisis is partly because we've forgotten how to make people laugh via @DomBoyd

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@v_praveen

3 years

Advertising may influence behaviour simply by creating fame; it doesn't have to contain a 'message' via BMP planning legend Paul Feldwick, referencing @ProfByron in IPA's How Does Advertising Work?

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Praveen Vaidyanathan

@v_praveen

6 months

Brand value isn't created by efficiency via John Hegarty

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Praveen Vaidyanathan

@v_praveen

4 years

Creatives, like investors, prefer their briefs upside down via Dustin Lane (BMF, M&C Saatchi), Simon Veksner (DDB, BBH)

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@v_praveen

4 years

How to judge an ad.. via @davetrott #PraveensNotebook

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@v_praveen

5 years

This weirdly prescient 1964 agency ad by Young & Rubicam captures what it's all about.. via @BenKayWriter

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4 years

'Many creative people crave a quiet environment because there is already plenty of noise inside their own heads' @leeclowsbeard

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@v_praveen

1 year

Strategy is the craft of honing a set of answers to five interlinked questions that reinforce one another via @RogerLMartin and A.G Lafley, in Playing to Win: How Strategy Really Works

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Praveen Vaidyanathan

@v_praveen

5 months

Advertising is essentially precision guessing — and like real scientists, good creatives and planners solve problems with intuitive leaps, logic comes last via @AdContrarian

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@v_praveen

1 year

Unlike Western advertising, Japanese advertising does not spoon-feed audiences with the logical path. I.e, while Western ads resemble a maths problem with a single answer, Japanese ads are more like poems, allowing interpretations via Mark Tungate ft. Kunihiko Tainaka in Adland

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@v_praveen

6 months

Broad, entertaining ads lead to better recall and positive feelings, while narrow, self-important ones backfire via Andrew Tindall, System1

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@v_praveen

8 years

Apple never cared what its customers thought or wanted. Instead it told them what to like and how to like it #design

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7 years

A spider's mind isn't fully confined to its head— they offload brain tasks to their webs #Putnam #philosophy #Matrix

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@v_praveen

4 years

Copywriting, as a craft, is harder than writing books (Similarly, advertising is harder than filmmaking) via @davetrott @rshotton

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Praveen Vaidyanathan

@v_praveen

1 month

Some 24 rhetorical devices behind 300+ taglines via Shlom Genchin

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2 months

Approach your work with the humility and curiosity of a beginner, not the assumptions of an expert via Jason Bagley ft. Dan Wieden's philosophy for W+K

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@v_praveen

4 years

The economics of a typical cup of coffee

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@v_praveen

3 years

Ads of the ad agency of @georget20

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8 years

Old people. via @SoLeanDion

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@v_praveen

4 years

In advertising, less is more (So yes, say one thing — and say it well) via Justin Lane

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@v_praveen

5 years

Gap, Adidas, Booking, Tripadvisor and a whole lot of brands course-correct strategies to go back to brand advertising after steering far into ineffective performance ads

Old Navy will shift back to brand-building in a growing trend among advertisers

With short tenure times for chief marketing officers, the time to impress a board or investors can be fleeting. That can lead to an overindulgence on short-term marketing objectives.

www.cnbc.com

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@v_praveen

4 years

'Advertising attracts all the bright, creative and ambitious young people, leaving us mainly with the slow and the self-obsessed to become artists.. Modern art is a disaster area. Never in the field of human history has so much been used by so many to say so little' Banksy

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@v_praveen

2 years

Start with: people don't care via @BrandDNA ft. Sarah Carter, Planning Partner, adam&eveDDB

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@v_praveen

4 years

Great creative people go to great lengths to disguise their labour and make their work seem simple, natural and obvious.. via Henri Matisse, @davetrott

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@v_praveen

4 years

BBH's @JimCarroll7 on hiring: 'Bring me fools and geniuses' Because, The not very intelligent see a simple world The moderately intelligent complicate things The very intelligent simplify things And being simple / simplifying is a defining craft of our game via @GroupThink

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@v_praveen

8 years

P&G says 'precision targeting,' the great value proposition of adtech is actually harmful to their marketing efforts

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6 years

Advertising is as trivial as washing milk bottles before putting them out at night — so don't be too serious or lofty about it. @davetrott @rshotton

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@v_praveen

4 years

Long slogans > short slogans via Al Ries

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Praveen Vaidyanathan

@v_praveen

3 months

Better ads come from realising that advertising is no more important than baked beans via Jim Riswold, W+K

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@v_praveen

4 years

Of all the means to an end, brand strategy (the what) is the most important, say CMOs via Sudeep Gohil, Edward Cotton; Gartner

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@v_praveen

3 years

An M&C Saatchi creative brief, reflecting their agency philosophy: brutal simplicity of thought via Leon Phang

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@v_praveen

5 years

AGAINST vs. FOR arguments on Burger King's mouldy work: By the way, David — with a history of striking work, like running a near silent clip of Warhol eating a Whopper in the SuperBowl blitz — pushed a version of this work 3yrs ago when BK wasn't ready. PS— I'm in the FOR camp.

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@v_praveen

8 years

Jonathan Meades has written a practical cookbook. “To kill an eel you need a brick and a concrete surface..."

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Praveen Vaidyanathan

@v_praveen

8 years

I'm at De School in Amsterdam

Praveen | De School

Get out. Explore. Download Swarm and live your life more checked in.

www.swarmapp.com

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@v_praveen

4 years

Laws of advertising: 1 Nobody cares 2 If it's not seen it's useless 3 You need risk to stand out 4 Don't bore, seduce 5 You can't create by committee 6 Quality over quantity 7 Tell the truth 8 Jargon = nothing 9 Pictures beat frames 10 Fun > serious

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Praveen Vaidyanathan

@v_praveen

4 years

25 years of @JimCarroll7 's advertising wisdom in 8 points

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@v_praveen

4 years

On clear writing 1 Outline what to say; know the end before you start 2 Start from where your audience is; don't prove, explain 3 Kill BS; use basic words 4 Be brief—to the pt; don't waste words on what ppl already know 5 Cut excess evidence via Edward Thompson; @davedyecom

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