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Thinkingstrategically
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Thinkingstrategically

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A presentation given to students at Miami Ad School as well as Minneapolis College of Art and Design.

A presentation given to students at Miami Ad School as well as Minneapolis College of Art and Design.

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  • 1. THINKING STRATEGICALLY Presented to Miami Ad School, October 6th, 2009 Minneapolis College of Art and Design, October 8th, 2009 By Dion Hughes
  • 2. OR... “AND YOU THOUGHT BEING AN ADVERTISING CREATIVE WAS ONLY ABOUT HAVING IDEAS, HAHAHAHAHAHA.”
  • 3. Back in my student days. The simple visual solutions I dreamed of doing. (D&AD 1985)
  • 4. So I did a lot of ads like this. Funny, huh?
  • 5. But it was work like this that got me my first job.
  • 6. Also from D&AD 1985. The loved/hated leader of the Greater London Council, (kinda like a mayor) argues against the abolition of the GLC.
  • 7. Two award-winning ads, but very different. Insight-free. “Bovril beef cubes taste a lot like beef.” Insight-full. “It’s not me they’re abolishing, it’s your rights as a voter.”
  • 8. Two ‘final student book’ ads, but very different. Insight-free. “Boner joke.” Insight-full. “You are earnestly looking to solve a sensitive issue.”
  • 9. THINKING STRATEGICALLY. INSIGHT. WHATEVER. ALL ELSE BEING EQUAL, A BOOK FILLED WITH IT WINS THE JOB. image: streetfly_jz
  • 10. INSIGHT IS A HEAD START. YOU’LL BE DIFFERENT FROM THE BEGINNING. image: jepnow
  • 11. THERE ARE MANY FORMS OF INSIGHT. http://www.simon-law.com/
  • 12. youtube/flickr/twitter etc what your mum thinks the opposite direction different product categories your gut AND THEY ARE EVERYWHERE. your own life/experience what competitors are doing pop culture business reviews the brief, even corporate annual reports image: tyrian123
  • 13. ALL YOU NEED TO GET STARTED IS CURIOSITY. (CREATIVES ARE NATURALS AT THAT, RIGHT?) image: fatmanad
  • 14. CREATIVITY IS LATERAL THINKING IS CONNECTING DOTS image: smsch67
  • 15. THE HARDER YOU LOOK, THE MORE DOTS YOU’LL FIND. THE MORE DOTS YOU FIND, THE MORE CREATIVE YOU CAN BE.
  • 16. BTW, IT’S YOUR JOB (AND GIFT) TO BE DOT-CONNECTING CHAMPION. image: chitrasudar
  • 17. AN EXAMPLE: STRAWBERRYFROG WAS PITCHING HYUNDAI. HYUNDAI WANTED TO INJECT PASSION INTO THEIR BRAND.
  • 18. ON THE FACE OF IT, image: daveseven A TALL ORDER.
  • 19. BUT IN A BRIEFING ROOM FILLED WALL TO WALL WITH FACTS, OPINIONS AND FOCUS GROUP MUSINGS, WE FOUND A 2 SQ INCH DOT. “Hyundai drivers index highest for the amount of research they do on their car purchase.”
  • 20. “Hyundai drivers index highest for the amount of research they do on their car purchase.”
  • 21. That gave us a name for the audience, a passionate position, The creative platform described the audience and set up the idea. and what became the mission for the brand.
  • 22. This is (some of) the work from the pitch.
  • 23. SOME MORE EXAMPLES. CAN YOU SPOT THE INSIGHT IN THE FOLLOWING ADS?
  • 24. http://www.youtube.com/watch?v=I07xDdFMdgw
  • 25. http://www.youtube.com/watch?v=fhwH04Hl_G4
  • 26. http://www.youtube.com/watch?v=VwRCBHhyrAA
  • 27. A COUPLE MORE THINGS ABOUT INSIGHT.
  • 28. AN INSIGHT COMES FROM WHAT ALREADY EXISTS. image: hinderik AN IDEA CREATES SOMETHING ENTIRELY NEW.
  • 29. AND INSIGHT ISN’T EVERYTHING. I’D STILL LOVE TO DO IDEAS LIKE THIS.
  • 30. THANK YOU Further reading: http://www.simon-law.com/insights http://scampblog.blogspot.com http://www.cstadvertising.com/blog/ Find me at: http://persuasionism.com http://twitter.com/dionhughes

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