1. A Convenient Lie [Why the future for brands is about creating fate, not just creating ads]
2. [Because of time constraints, there will be sweeping generalisations]
3. Disclaimer :// 1// I love ads. 2// I work in adland. 3// Iāve always worked in adland. 4// I want to stay working in adland. 5// I think adland has - and can - do amazing things.
4. Next Steps / Questions ā¦ Iām Not Asian. If you hadnāt noticed ...
5. Our job is to attract customers to our brand [rather than a competitors] and fulfill on-going business needs and goals.
10. Many agencies create ad ideas, not ideas ... [Talk about ābig ideasā but often theyāre nothing more than small ideas with a fancy name or done mainly for the agencies benefit. Emphasis on āawareness and likeabilityā or input that has little impact on output]
11. Many clients want ads, not ideas ... [Companies are petrified of slipping up ā both internally & externally. Itās more about following the system than leaving your mark and being able to justify everything to their senior, especially fees! For the lazy marketer, ads are becoming the tool of choice]
12. Many research firms canāt talk facts, let alone ideas ... [Donāt interpret underlying issues including the influence of the Asian value system, just repeat back what was said]
13. Shit or get off the potty. [They believe theyāre at the commercial end of creativity whereas we are at the creative end of commerciality]
16. Ideas are the only legal means to change the World regardless of money, distribution or heritage. [Harry Potter / LG Mecca Phone / Bank Of America āChangeā Program / French Insurance Company]
17. Technology has changed almost every aspect of the way we live. [Social, cultural, economic and geographical impact]
18. Brand experience beats brand position. [Or said another way, brands that prove they mean what they say beat brands who just say it. Companies who never stop fighting for customer loyalty, win]
19. Products, not brands. [The greatest brand growth in the last 10 years has come from products, not brand communication, however brand importance [ to people and business ] is coming back]
20. How to create fate ā¦ [without mentioning any traditional ads] [But just for the record, hereās some of Sunshineās rules for infectious and motivating communication]
22. Welcome to one of the greatest examples of creativity in the galaxy ... Singapore
23. 2:// Look at culture and life, not just category habits. [If all you do is play within the realms of your category, youāll only be as good as your category]
26. The Worldās most creative company is a supermarket ... [Trim Trolley / DVD Trolley / Environment / Computers For Schools / Peeled Oranges] [ Henry T Ford was a liar ā¦ people DO know what they want. Sort of ]
31. 6:// Responsibility. [You canāt expect to be paid big money for little involvement and you canāt expect clients to wait indefinitely for the answer to their needs]
32. Apple are better than TBWA ... There is some merit in a dictatorship. [Sometimes itās the little things that count the most]
34. The airline that got people to love its brand by encouraging them not to use it. [This isnāt about ābrand experienceā, this is ābrand beliefā]
35. Commercial creativity needs to make things happen. We need to think more like the manufacturing industry than the advertising industry. [Agencies were more inventive in the 50ās than many are today]
36. Create Fate, Donāt Just Create Ads ... Ideas are the only legal means to counter distribution, heritage and money. [Itās about finding āunexpectedā relevance between life, culture and brand] Commercial creativity starts with input, though it must be judged on output. Developing an idea and expressing an idea are not always the same. [An ad is not always the solution - an ad is what ācommunicatesā the solution to the masses in a manner that is fresh, bold, enthusiastic and interesting] Media neutral is nothing compared to idea neutral. Contrary to popular opinion, clients try more new stuff than agencies. [Though often for their purposes rather than societies] If you want to do things differently, you have to accept different ways to evaluate/pay for them. If it doesnāt make business sense [time/money/result] itās self indulgence rather than creative business. The companies who understand people and can turn their insights into ideas will be the companies who win.
37. All pictures from Getty Images except āSuper Martinā which comes from www.makemesuper.com. All done in good humour so donāt set the lawyers on me. Again. Ta.