Company world Consumer world The Meeting Room The Living Room Boss = man with the check Boss = person with remote control Rules = Rules of Marketing Target = Consumer (PRP) Competition = Other Companies Success = Bond with Consumer Rules = Rules of Entertainment Target = audience (PRZ apping ) Competition = Other Programs Success = Bond with the Viewer Game = eliminate surprise Game = seek surprise Arena: Arena:

In 1O Easy Steps to Living Room From Meeting Room Company Truth Consumer Truth Company promise Advertising idea

Step 1 More research Creative projects can’t be improved by research. But the reason we do want to test is mainly because we lack recent information and understanding about our target audience.

Creative projects can’t be improved by research. But the reason we do want to test is mainly because we lack recent information and understanding about our target audience.

Step 1 More research Need to know more about how people behave as consumers . Need to know more about how people behave as an audience . Research finished work. Research in real audience situation.

Need to know more about how people behave as consumers .

Need to know more about how people behave as an audience .

Research finished work.

Research in real audience situation.

Step 2 Challenge your strategy When you have a weak strategy, you’ll want creative to reassure you. Be tough on your strategy, and you’ll be much more confident about the creative work.

When you have a weak strategy, you’ll want creative to reassure you.

Be tough on your strategy, and you’ll be much more confident about the creative work.

Step 2 Challenge your strategy Do you have a convincing Promise? Is it true? Is it competitive? Is it supported by the whole company?

Do you have a convincing Promise?

Is it true?

Is it competitive?

Is it supported by the whole company?

Step 3 Big Brains up Front There is no professional answer to what is good or bad creative. Advertising expresses where the leaders want to take their Brand. When the leaders hide, the creative is dumb.

There is no professional answer to what is good or bad creative.

Advertising expresses where the leaders want to take their Brand.

When the leaders hide, the creative is dumb.

Step 3 Big Brains up Front Let everybody who will ever have the right to express an opinion sit around the table BEFORE the creative process starts. Their intelligence is necessary then, or never.

Let everybody who will ever have the right to express an opinion sit around the table BEFORE the creative process starts.

Their intelligence is necessary then, or never.

Step 4 Create TIME It takes only 3 seconds to have an idea. But you never know when these 3 seconds will happen

It takes only 3 seconds to have an idea.

But you never know when these 3 seconds will happen

Step 4 Create TIME Don’t debate over ideas you won’t buy There is no better argument then not enough, you can do better. If you feel you can improve the writing or art of your agency, you need another agency.

Don’t debate over ideas you won’t buy

There is no better argument then not enough, you can do better.

If you feel you can improve the writing or art of your agency, you need another agency.

Step 5 Ban the Storyboard I f you don’t have a real idea, but still have to convince a board of directors, do a storyboard. They might buy it.

I f you don’t have a real idea, but still have to convince a board of directors, do a storyboard. They might buy it.

Step 5 Ban the Storyboard Express the idea the way normal people would tell each other after having seen. Let it be written down in one or two sentences, no more. Forbid your agency to show storyboard.

Express the idea the way normal people would tell each other after having seen.

Let it be written down in one or two sentences, no more.

Forbid your agency to show storyboard.

Step 6 Look for the scary part. Things that make you feel uncomfortable are often those things that reassure the audience they can expect something.

Things that make you feel uncomfortable are often those things that reassure the audience they can expect something.

Step 6 Look for the scary part. The first thing wrong could be the first thing right Cut off the wings of a jumbo jet and you end up with just another bus.

The first thing wrong could be the first thing right

Cut off the wings of a jumbo jet and you end up with just another bus.

Step 7 Never Direct the Director Directors are very smart people with very little time for nonsense. They’ll be happy to let you do their job.

Directors are very smart people with very little time for nonsense. They’ll be happy to let you do their job.

Step 7 Never Direct the Director a director is a storyteller. Spend time listening to him. The story he tells will be the story people remember. If the story he’s telling can’t become yours, find another director

a director is a storyteller. Spend time listening to him. The story he tells will be the story people remember.

If the story he’s telling can’t become yours, find another director

Step 8 Overspend on Production We always dream of grand ideas. When it comes to producing, the budget is suddenly too small.

We always dream of grand ideas. When it comes to producing, the budget is suddenly too small.

Step 8 Overspend on Production If you can spend 100.000 € Go for a 50.000 € script. A 1Mo € script produced with 750.000 € will look cheap . A 50.000€ script produced with 100.000€ will look chique .

If you can spend 100.000 €

Go for a 50.000 € script.

A 1Mo € script produced with 750.000 € will look cheap . A 50.000€ script produced with 100.000€ will look chique .

Step 9 Work untill it Works “ Works” means not only “I’ve spoken”. “ Works” means: “They heard me, they’ll remember my message, and they’ll admire me for it.” All this in 30 sec.

“ Works” means not only “I’ve spoken”.

“ Works” means: “They heard me, they’ll remember my message, and they’ll admire me for it.”

All this in 30 sec.

Step 9 Work untill it Works re-mix, re-edit, in search for hit-power. On time, on budget, on strategy = Olympic minimum.

re-mix, re-edit, in search for hit-power.

On time, on budget, on strategy = Olympic minimum.

Step 10 Think Next. In the world of entertainment, the only real success you can have is that they want you on stage again.

In the world of entertainment, the only real success you can have is that they want you on stage again.

Step 10 Think Next. One hit is not a destination It is a start. You got their attention, make sure you’ve got something to tell them Surprise the audience with what they expect.

One hit is not a destination

It is a start.

You got their attention, make sure you’ve got something to tell them

Surprise the audience with what they expect.

Thank you for the company. You were a great audience.