Albino Marmots & Hot Air Balloons
Stuff geeks might find interesting from the world of advertising.
Nic Hodges.
nichodges.com

Some of the most creative people I’ve worked with are coders.
Almost all of the most creative people I’ve worked with are geeks.

Don’t start with an idea. Start with an insight.
If you already have the idea, work backwards to find the insight.

Understand your market.
You are not your market
The consumer ins’t a moron, she is your wife
You shouldn’t listen to your market (well, not always)
Right now is the best time to be doing what you’re doing

Cultural Pyramids (the ugly slide)
Bleeding edge
Early adopters
Cultural norm
Your mum

Once you have an insight, then you can generate ideas.
Don’t stop once you think you’ve cracked it
Use tools
The worst time to look for an idea is when you need one

Crafting ideas.
Our job isn’t to make people like brands, it’s to make brands have a point of difference.

Executing ideas.
Aim a foot behind the face
We create everything at 120%, to allow for the weakening.
What we do has to be self contained and instant.
Create conversation (but I didn’t need to tell you that)

The end.
(questions?)