CS Presents - You Lucky Ba****ds

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CS Presents - You Lucky Ba****ds

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

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