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On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
On Great Creative
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On Great Creative

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  • 1. IT’S FAR EASIER TO WRITE A SPEECH ABOUT GOOD ADVERTISINGTHAN TO WRITE A GOOD AD. Leo Burnett
  • 2. ON GREAT CREATIVE
  • 3. THE MOST CREATIVE ADS are culture-relevant.
  • 4. THE MOST CREATIVE ADS make culture irrelevant.
  • 5. THE MOST CREATIVE ADS are not about how interesting the product is
  • 6. THE MOST CREATIVE ADSare about how interesting the person who uses the product is
  • 7. ALWAYS PREACH THE GOSPEL. IF NECESSARY, USE WORDS. Francis of Assissi
  • 8. THE MOST CREATIVE ADS use words.
  • 9. THE MOST CREATIVE ADS are pictures.
  • 10. THE MOST CREATIVE ADS are not ads.
  • 11. THE MOST CREATIVE ADS respect the consumer
  • 12. THE MOST CREATIVE AD respects the consumer
  • 13. THE MOST CREATIVE ADS are the Essence of Human
  • 14. THE MOST CREATIVE ADS are ideas
  • 15. HOW TO GETGREAT CREATIVE © 2007 rao, barrett and welsh
  • 16. MOST ADVERTISERS USE RESEARCHLIKE A DRUNK USES A LAMP POST. FOR SUPPORT INSTEAD OF ILLUMINATION. David Ogilvy
  • 17. give us a brief © 2007 rao, barrett and welsh
  • 18. give us the facts © 2007 rao, barrett and welsh
  • 19. TO TAKE YOU THERE,I NEED TO KNOW WHERE YOU’RE COMING FROM Gavin Barrett
  • 20. give us a box © 2007 rao, barrett and welsh
  • 21. SHAKESPEARE WROTE HIS SONNETS WITHIN A STRICT DISCIPLINE, FOURTEEN LINES OF IAMBIC PENTAMETER, RHYMING IN THREE QUATRAINS AND A COUPLET. WERE HIS SONNETS DULL? MOZART WROTE HIS SONATAS WITHIN AN EQUALLY RIGID DISCIPLINE:EXPOSITION, DEVELOPMENT, AND RECAPITULATION. WERE THEY DULL? David Ogilvy
  • 22. give us a drink © 2007 rao, barrett and welsh
  • 23. MANY PEOPLE - AND I THINK I AM ONE OF THEM - ARE MORE PRODUCTIVE WHEN THEYVE HAD A LITTLE TO DRINK. I FIND IF I DRINK TWO OR THREE BRANDIES, IM FAR BETTER ABLE TO WRITE. David Ogilvy
  • 24. give us...something © 2007 rao, barrett and welsh
  • 25. THE MOST CREATIVE AD is successful

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