Part 1 of 4
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
12 Lessons
On Advertising 101
F...
All image contents is credited to Alexandros N. Tombazis, a
Greek architect, from his book “Letter to a Young Architect.”
A quick guide to this deck
1. All instances of the word “Architecture” has been deleted
(leaving only the “A”). What is mo...
ONTHENEEDTOPRACTICE
✪ Practice means being
a DO-er – be it big or
small actions. It’s time to
put those thoughts into
acti...
ONMAKINGMISTAKES
✪ As long as you learn from
it, any mistake transforms from
a “loss” to merely being a
“cost” of investin...
ON“USER”NEEDS ✪ Consider that the earliest “users” of any project is
your clients. It’s very likely that your client’s nee...
ONCREATING
✪ For various reasons, much
of the work we see lately is
simply derivative of works past
(or worst, actually re...
ONTHINKINGHOLISTICALLY ✪ In this era of digital
connectedness, we need to think
of communications more in terms
of “cycles...
ONIMPORTANCEOFCONTEXT
✪ To increase our odds for success, communications need to
consider both the context of “Place” (ext...
ONOVERCOMINGCLUTTER ✪ When things get complex, you are only
half-way through. Stick to it and work towards
reduction by “d...
ONIMPORTANCEOFCRAFT ✪ The “skin” of advertising lies
in its execution. “Craft” (or more
accurately, “strategic craft”)
nee...
ONEXECUTIONVSCONTENT ✪ Execution catches scarce
attention. Content ensures
awareness actually translates
into business.
#9
ONTECHNOLOGY
✪ Social
media, AR, VR, 3D
printing, projection
mapping and what-not –
start to understand the
merits of the ...
ONADVERTISINGRESPONSIBLY
✪ Advertising is probably the single “artform”
that pays huge sums of money for an
audience. That...
ONPERSONALRESPONSIBILITY
✪ Think of the hundreds of
physical
billboards, thousands of ad
pages, tens of thousands of
web b...
Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.go...
Upcoming SlideShare
Loading in …5
×

12 Lessons on Advertising 101 From an Architect

457 views

Published on

(This is Part 1 of 4)
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!

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
457
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Simply said, simplicity (NOT simplistic) is complex, but itself is a goal worth striving for.
  • Don’t let the technicalities of social media, AR, VR, 3D printing, projection mapping, iBeacon and what-not shroud the fundamentals of strategic thinking.
  • Brands need to think about the money they put into advertising, not as the “cost of consumer’s time” (that suggest that you’ve already earned it), but an “investment to earn consumer’s time.” Done well, it earns you attention, which you can then convert back into “money” (business). Done poorly, it then becomes merely an expenditure.
  • 12 Lessons on Advertising 101 From an Architect

    1. 1. Part 1 of 4 By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. 12 Lessons On Advertising 101 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. 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 advise 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. ONTHENEEDTOPRACTICE ✪ Practice means being a DO-er – be it big or small actions. It’s time to put those thoughts into action. Make s**t happen! #1
    5. 5. ONMAKINGMISTAKES ✪ As long as you learn from it, any mistake transforms from a “loss” to merely being a “cost” of investing into a better YOU. #2
    6. 6. ON“USER”NEEDS ✪ Consider that the earliest “users” of any project is your clients. It’s very likely that your client’s needs will be different from the needs of your end-consumers. You will have to strive to meet both needs. #3
    7. 7. ONCREATING ✪ For various reasons, much of the work we see lately is simply derivative of works past (or worst, actually regressing). A significant part of CREATivity is actually to CREATe. #4
    8. 8. ONTHINKINGHOLISTICALLY ✪ In this era of digital connectedness, we need to think of communications more in terms of “cycles”, and not “campaigns.” #5
    9. 9. ONIMPORTANCEOFCONTEXT ✪ To increase our odds for success, communications need to consider both the context of “Place” (external factors such as religion and economy, and environmental factors e.g. time and weather) and “Climate” (the feelings of the customer and his/her social context). #6
    10. 10. ONOVERCOMINGCLUTTER ✪ When things get complex, you are only half-way through. Stick to it and work towards reduction by “distilling” it (and NOT by “pouring” out its contents and thus erring on simplistic – rather than simple – thinking). #7
    11. 11. ONIMPORTANCEOFCRAFT ✪ The “skin” of advertising lies in its execution. “Craft” (or more accurately, “strategic craft”) needs to feature more prominently as a creative evaluation criteria internally. That means discipline is required on both Client and Agency ends of the work. #8
    12. 12. ONEXECUTIONVSCONTENT ✪ Execution catches scarce attention. Content ensures awareness actually translates into business. #9
    13. 13. ONTECHNOLOGY ✪ Social media, AR, VR, 3D printing, projection mapping and what-not – start to understand the merits of the technology (the “Why’s”), even while it may not always be necessary to understand the “How’s.” #10
    14. 14. ONADVERTISINGRESPONSIBLY ✪ Advertising is probably the single “artform” that pays huge sums of money for an audience. That mass imposition itself should make you question – “Am I making it worthwhile for someone to pay attention?” #11
    15. 15. ONPERSONALRESPONSIBILITY ✪ Think of the hundreds of physical billboards, thousands of ad pages, tens of thousands of web banners and millions of seconds in airtime – find purpose in your work by embracing your responsibility in influencing the attention, sentiments and conversations of a whole society. #12
    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 1 of 4 12 Lessons On Advertising 101 From an Architect

    ×