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• Is storytelling outdated?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 behavour 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’