hegarty on advertising final
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TRANSCRIPT
8 KEY LEARNINGS
• Ideas• Brands and Audiences• Agencies• The Creative Director• Clients & Briefs• Pitches• Storytelling• Truth and Technology
CAREER PATH• Benson & Bowles
– Creativity as the necessary evil
• Cramer & Saatchi– Creative Consultants
• Saatchi & Saatchi – Start-up: 1970’s
• TWBA– Start-up - European Agency: 1973
• BBH: 1982 – Nigel Bogle and John Bartle – The agency in a suitcase– No creative pitches
http://www.youtube.com/watch?v=wT4DR_ae_4o
http://www.youtube.com/watch?v=N1ULFr0_Xpo&feature=related
http://www.youtube.com/watch?v=EfeVEAZkJqM
1. IDEAS
What makes a great idea?
Process <-----------------------OrdinaryPredictable
--------------------> Creativity
MagicDysfunctional
Irreverence
Definition:• Showing a lack of respect for people or things
that are generally taken seriously
• Inspires fresh thinking• Stimulating way to capture peoples
imagination and attention• Humour and irreverence work
2. BRANDS & AUDIENCES
A brand is the most valuable piece of property in the world – a corner of someone’s mind
What are the key attributes of a great brand?
• Trust
• Audiences, not consumers
• Never stop thinking like your audience
• Fame
• Fashiontainment
3. AGENCIES
What makes a great agency?
• Relentless creative culture
• A point of view
• The agency of the future
4. THE CREATIVE DIRECTOR
What does it take to be a great Creative Director?
• Management versus mayhem • The soul of the agency
• Recognise and nurture ideas ‘through the corridors of comprise’
• Only as good as the work you inspire • Earn the respect of your team • Be generous with your ideas • Stay Objective• Fearlessness
5. CLIENTS & BRIEFS
What makes an intelligent brief?• Control / process vs. liberation / unexpected
• Crafting a brief is a fine line between both
• Good briefs should be the starting point to ignite creativity, not restrict it
• Face to face
• Focus on client problems
• Ask why - challenge it, interrogate it, question it
6. PITCHES
How to improve your changes of winning a pitch?
• Lifeblood of the advertising industry • Lotto• Are you right for them and are they right for
you?• Have a point of view• Change the rules • Define the brands future • Reputation
7. STORYTELLING
The most powerful form of communication
• Simplest, most memorable device we have for engaging, learning, entertaining and persuading.
• Is storytelling outdated?
• Can change behavior but not human nature • ‘come in late, leave early’
• The power of reduction
8. TECHNOLOGY & TRUTH
Creative Destruction• Opportunity to occupy a greater space in the audience’s
mind
• Note of caution – truth & transparency
• Leveled the playing field
• We’re still in the business of persuasion
• Get over it!
• From ‘learn and do’ to ‘do and learn’