How to Shape Human Behavior for Advertisers

How to Shape Human Behavior 2nd Edition – Book Preface Thanks to Olivier Massanella for helping with the print cover of this 2nd edition (paperback available on Amazon), and a very special thank you to the professionals who… Read More

66. Julien Chesné on When Good Visuals Meet Bad Ideas & Why Consumers Don’t Have Misconceptions

Art Director for JWT, Julien Chesné has +8 years experience working with brands to build powerful advertising campaigns.

Constantly chopping and changing your specialty will hinder your success. Hegarty on Creativity by Sir John Hegaty of BBH

Too many creative people think they don’t need to specialize, that they can have lots of ideas in lots of different subjects all of which are going to be great. Hegarty on Creativity by Sir John Hegaty of BBH

It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion. You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good…. Read More

More often than not coming up with a great idea is a rollercoaster ride of thoughts with no logical progression; ou lurch from the interesting to the absurd to the good back again to the absurd. Hegarty on… Read More

To create great work you should be making up your own beliefs as you go along, changing them one day to the next, always pushing against the boundaries of current thinking, trying to escape the confines of conventional… Read More

Without inspiration, our creativity dries up and we start repeating ourselves. Hegarty on Creativity by Sir John Hegaty of BBH

Getting noticed is a prerequisite of any good idea. Hegarty on Creativity by Sir John Hegaty of BBH

Stay open to new ideas, new places, and new people will feed your creative soul. Lack of inspiration may be just another way of saying lack of experience. Hegarty on Creativity by Sir John Hegaty of BBH

Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two. Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their… Read More

If it’s a race to get into minds and stay there, then it’s the artists who make their points faster, smarter, and more thought-provoking that will be the ones who succeed. Hegarty on Creativity by Sir John Hegaty of BBH

When you are intent on putting a great wrong right, creativity will often exceed all expectations. Out of conflict comes purpose. Hegarty on Creativity by Sir John Hegaty of BBH

When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’ That is why a brainstorming session is a complete and utter waste of time for the truly creative person. Creativity… Read More

You can’t be good at everything. The skill is to work with someone who is good at what you are not. Hegarty on Creativity by Sir John Hegaty of BBH

The research interview process does more than merely ignore critical components of why people behave as they do, it changes how and what they think. Consumer.ology by Philip Graves

Snap judgments and rapid decisions often lead to poor work. The ability to stand back from your thinking and give it what we call ‘the overnight test’ is essential. Unfortunately, we live in a world today that too… Read More

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles: Art directors think visually. Writers think in terms of narrative. Hegarty on Creativity by Sir John… Read More

At the foundation of any great idea is the truth, and the most powerful force of creativity. Hegarty on Creativity by Sir John Hegaty of BBH

Any great work, regardless of medium, is almost certainly expressing a distinct point of view. But if that point of view doesn’t contain a truth, then you can bet that the work’s impact will be fleeting. Hegarty on… Read More