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
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
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.
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
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
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
'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
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
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
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
"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
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
'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
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?
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
Advertising is essentially precision guessing — and like real scientists, good creatives and planners solve problems with intuitive leaps, logic comes last
via
@AdContrarian
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
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
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
'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
Great creative people go to great lengths to disguise their labour and make their work seem simple, natural and obvious..
via Henri Matisse,
@davetrott
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
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.
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
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