11 Tips on Finding Inspiration for Advertising, from an Architect

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Now improved with video references!

(This is Part 2, of what is a 4-part series.)
Note: I'm not an Architect.

Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.

Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.

Hope it's as eye-opening for you as it was for me. Enjoy!


To see Part 1 on "12 Lessons on Advertising 101 From an Architect ", go to: http://www.slideshare.net/AlexGoh1/12-basic-lessons-on-advertising-from-an-architect-advertising-101

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  • 11 Tips on Finding Inspiration for Advertising, from an Architect

    1. 1. Part 2 of 4 By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. 11 Tips on Finding Inspiration For Advertising From an Architect Image credit: Getty Images
    2. 2. All image contents is credited to Alexandros N. Tombazis, a Greek architect, from his book “Letter to a Young Architect.”
    3. 3. A quick guide to this deck 1. (Almost) All instances of the word “Architecture” has been deleted (leaving only the “A”). What is most striking is that by merely replacing all mentions of “Architecture” with “Advertising”, the advice given is still relevant in its entirety. Try it yourself and see. 2. I have also included personal notes/tips to make the advice applicable to the practice of advertising. This will be denoted by ✪ . This deck features a compilation of advice to young architects that came about as a result of a series of lectures given mostly to students of Architecture in Greece and abroad.
    4. 4. ONCREATIVE“CASESTUDIES” ✪ It’s always beneficial to seek inspiration through the work of others. And while doing that, dig beyond and understand the thinking that has led to that style of execution. #1
    5. 5. ONTHINKINGGLO-CAL #2 ✪ Inspired ideas melds a reference from the world’s best to an insight of the local environment – and in the process, becomes its own unique creation.
    6. 6. ONSCALINGFORINSPIRATION ✪ When thinking of your communications idea, remember to weigh the opportunities and challenges as you scale your idea up and down. #3
    7. 7. ONHARNESSING“PLACE” #4✪ “Place” in advertising, is extrinsic, and would refer to both environmental factors (e.g. time and weather) and external factors (e.g. economy and religion) – both of which can influence how people perceived your communications.
    8. 8. ONHARNESSING“CLIMATE” #5✪ “Climate” in advertising, is intrinsic, and can represent the feelings of the customer (as influenced by his/her attitudes and emotions) and their social context (e.g. siblings/parents/couple).
    9. 9. ON“TOUCH”VS“TECH” #6 ✪ If having to choose between approaches, one way to look at it is to seek solutions that maximises the intensity of the emotion evoked (“high touch”) over the novelty factor of new technology (“high tech)”.
    10. 10. ONTHEPOWEROFTOUCH ✪ Execute so as to leverage all of ones senses – we do well to consider sight, sounds and even smells, but how can we push the dimension of “touch”? This is especially important in an increasingly intangible, digital world. #7
    11. 11. ONMESSAGEVSTAKE-OUT ✪ Consider the distinction between the “message” (what is said) and the “take-out” (what is perceived). Oftentimes, we treat it as the same thing, in the name of being simple. Consider this: what matters more could be what ISN’T said. Let the audience make the intellectual leap themselves; that extra processing heightens both likeability and retention. #8
    12. 12. ONSTATICRESPONSIVENESS #9✪ Time and again, this piece of advice comes back – consider how external factors (e.g. night vs day) evolves around your communications piece. Ask yourself: “How can a static communications piece take advantage of the dynamism of its environment?”
    13. 13. ONSTATICRESPONSIVENESS #9
    14. 14. ONBRIGHTPOSITIONINGS ✪ “Light” to Architecture is what a “Positioning” is to Advertising – it illuminates the way ahead, guiding you on the path you should take. In an increasingly cluttered world, let the “light” of your positioning cut through the darkness. #10
    15. 15. ONFRESHPERSPECTIVES ✪ “Apertures”, “opening”, solids” and “voids” are to Architecture what “Copy” (words) is to Advertising. Great copy broadens our view of the world, helps frame ones views and illuminates new ways of seeing. Ask yourself – “Is my copy offering a new way to see the world?” #11
    16. 16. Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my Part 2 of 4 11 Tips on Finding Inspiration For Advertising From an Architect

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