In the end, everything is connected and the more connections you make the more interesting your work will become.
Advertising is most successful when it seeks to increase penetration, not loyalty.
Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.
The best briefs are when the creative team leaves the brief meeting with ideas already in their head.
If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your creative brief was a failure.
Include just enough information to spark creativity- you should be able to accomplish this in one page.
Bullshit has become such a powerful weapon that it’s hard for us to stop ourselves from using it.
We use it on consumers.
We use it on our clients.
And we are now bullshitting ourselves.
When I’m confronted with a brief, I think:
‘This could make me and the client famous.’
Fixating on the idea that the ONLY solution your brand needs is a viral video can cause you to miss out on even greater opportunities that might be readily available to you that you just can’t yet see.
Everything comes from your brief. The quality of your campaign is directly reflected in the quality of your brief.
Vague and imprecise briefs cost brands and agencies precious time and money in the idea brainstorming phase, and the final advertisement will probably not be something that everyone involved is happy with.
90% of my time is invested in coming up with ideas, once the client agrees on one of our ideas, that is when my job really begins.
The remaining 10% of my job is implementing that idea.
Creatives, the ones who would actually create your campaign, may have worked for multiple different agencies throughout their career, so the most important test is to ask questions about the agency’s philosophy to see if it is in line with yours.
If your ideals and vision align, then the ad agency is probably a good match.
The only difference between the failure of a great idea and the success of a medocre idea was the way in which the idea was communicated.
Less is more.
Find the right idea and be able to summarize it in just a few words.
Come up with a kickass brief and a good idea (which is the most difficult bit).
That is the secret to powerful campaigns, regardless of how much money you have.
Most organizations don’t understand consumer behavior or how and why their marketing works
(or doesn’t work).
Your creative imagination will always be greater than the technology at your disposal.
As a small start-up, identify your niche community, and identify things and ideas that your niche community all have in common.
Then work on permeating your brand and logo into their everyday life by attaching them to something in their everyday life and communicating around it.
Being useful to people is a great door opener.
Too many organizations align their projects to a research process that can easily reject a good idea or endorse a bad one.
Free pitching is never going to go away. It’s always going to be the tool of last resort for the outsider, the student, those trying to build experience, or somebody who just wants to take a flyer on a long shot.
If you are not viewed as more expert than your competition, then you will be viewed as one in a sea of many, and you will have little power in your relationships with your clients and prospects.