Thinkingstrategically

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

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Thinkingstrategically

  1. 1. THINKING STRATEGICALLY Presented to Miami Ad School, October 6th, 2009 Minneapolis College of Art and Design, October 8th, 2009 By Dion Hughes
  2. 2. OR... “AND YOU THOUGHT BEING AN ADVERTISING CREATIVE WAS ONLY ABOUT HAVING IDEAS, HAHAHAHAHAHA.”
  3. 3. Back in my student days. The simple visual solutions I dreamed of doing. (D&AD 1985)
  4. 4. So I did a lot of ads like this. Funny, huh?
  5. 5. But it was work like this that got me my first job.
  6. 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. 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. 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. 9. THINKING STRATEGICALLY. INSIGHT. WHATEVER. ALL ELSE BEING EQUAL, A BOOK FILLED WITH IT WINS THE JOB. image: streetfly_jz
  10. 10. INSIGHT IS A HEAD START. YOU’LL BE DIFFERENT FROM THE BEGINNING. image: jepnow
  11. 11. THERE ARE MANY FORMS OF INSIGHT. http://www.simon-law.com/
  12. 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. 13. ALL YOU NEED TO GET STARTED IS CURIOSITY. (CREATIVES ARE NATURALS AT THAT, RIGHT?) image: fatmanad
  14. 14. CREATIVITY IS LATERAL THINKING IS CONNECTING DOTS image: smsch67
  15. 15. THE HARDER YOU LOOK, THE MORE DOTS YOU’LL FIND. THE MORE DOTS YOU FIND, THE MORE CREATIVE YOU CAN BE.
  16. 16. BTW, IT’S YOUR JOB (AND GIFT) TO BE DOT-CONNECTING CHAMPION. image: chitrasudar
  17. 17. AN EXAMPLE: STRAWBERRYFROG WAS PITCHING HYUNDAI. HYUNDAI WANTED TO INJECT PASSION INTO THEIR BRAND.
  18. 18. ON THE FACE OF IT, image: daveseven A TALL ORDER.
  19. 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. 20. “Hyundai drivers index highest for the amount of research they do on their car purchase.”
  21. 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. 22. This is (some of) the work from the pitch.
  23. 23. SOME MORE EXAMPLES. CAN YOU SPOT THE INSIGHT IN THE FOLLOWING ADS?
  24. 24. http://www.youtube.com/watch?v=I07xDdFMdgw
  25. 25. http://www.youtube.com/watch?v=fhwH04Hl_G4
  26. 26. http://www.youtube.com/watch?v=VwRCBHhyrAA
  27. 27. A COUPLE MORE THINGS ABOUT INSIGHT.
  28. 28. AN INSIGHT COMES FROM WHAT ALREADY EXISTS. image: hinderik AN IDEA CREATES SOMETHING ENTIRELY NEW.
  29. 29. AND INSIGHT ISN’T EVERYTHING. I’D STILL LOVE TO DO IDEAS LIKE THIS.
  30. 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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