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CS Presents - You Lucky Ba****ds

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Presentation by Steve Henry

Presentation by Steve Henry


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Transcript

  • 1. Steve HenryFounder, HHCL and Decoded
  • 2. Good evening.
  • 3. Starting up a new agency
  • 4. What is the problem we’re trying tosolve ?
  • 5. What letter of the alphabet do youwant me to start with ?
  • 6. Advertising doesn’t work
  • 7. Raymond Chandler“Chess is the biggest waste of talent you can find outside anad agency”
  • 8. Every day, thousands of great ideas are killed
  • 9. 1.Networks and agencies are run by people who know the costof the photo-copying paper, but not where to get an idea from.
  • 10. 2.Research
  • 11. 3.Approval processes.E.g. Ten people sitting in a room all trying to find what’s“wrong” with the idea.
  • 12. Allied problems When the recession hit in 2008, the agencies got rid of the mavericks, because they’re not “a safe pair of hands”. But mavericks are the very people they need.
  • 13. Allied problemsThe first 4 years of a creative’s career.
  • 14. Moral issues
  • 15.  Great Creativity.
  • 16.  It’s the place where the world of business really overlaps with the world of creativity.
  • 17.  Ok 6 examples Love Jozi Pink tuna BMW motorbikes League against cancer in Peru Dove campaign for real beauty Hyundai insurance scheme
  • 18. What do we mean by creativity ?
  • 19. What do we mean by creativity ? Taking risks
  • 20. Why is that important inadvertising ?
  • 21. 5000 messages a day How many do people remember ?
  • 22.  Maybe one a year
  • 23. Marketing directors last onaverage 2 years
  • 24. Accounts move after 3 years
  • 25. What is the ROI on advertising inthis country ?
  • 26. 56p in the £
  • 27. What is the one mistake everybodymakes ?
  • 28. They think “safe” is safe
  • 29. How do we get to great ?
  • 30. How does anybody get togreat ?
  • 31.  Taking risks
  • 32. FRANK LOWE The good is the enemy of the great
  • 33. All great work has one thing incommon
  • 34.  It can be killed very easily
  • 35. A game
  • 36.  Break the rules to stand out Do it in a way which connects emotionally
  • 37. You don’t get interesting without arisk
  • 38. How do you manage risk ?
  • 39. John Berger Stick a needle in your tongue
  • 40. We are all collectors of weird shit
  • 41.  What should your agency have ?
  • 42.  Some principles
  • 43. Bill Bernbach A principle isn’t a principle until it costs you money
  • 44. Groucho Marx These are my principles. If you don’t like them, I have others.
  • 45. An agency with principles Creativity/innovation Collaboration Commercial focus
  • 46.  HHCL
  • 47.  HHCL, but with digital skills
  • 48.  www.Decoded.co
  • 49. Creativity
  • 50.  The answer is out there

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