20 things about SUE Amsterdam

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20 things about SUE Amsterdam

  1. 1. SUE AMSTERDAM 20 things YOU SHOULD KNOW SUEAMSTERDAMmaandag 26 maart 12
  2. 2. 1. Be original, but don’t be obsessed with originality. We’re in the business to create stuff that works, not stuff that impresses other creatives. SUEAMSTERDAMmaandag 26 maart 12
  3. 3. 2. We’re not in the entertainment business, but in the business business. Beauty is a means not an end to itself. SUEAMSTERDAMmaandag 26 maart 12
  4. 4. 3. We don’t hope, we measure. SUEAMSTERDAMmaandag 26 maart 12
  5. 5. 4. Awareness metrics are utter crap. I am aware of Hitler, but I’m not a nazi. Have more ambition with what you measure. SUEAMSTERDAMmaandag 26 maart 12
  6. 6. 5. Producing crap takes just about as much time and effort as producing stuff that’s good or better. SUEAMSTERDAMmaandag 26 maart 12
  7. 7. 6. Temper your ego. We’re in the business of helping our clients to score. Never forget that. SUEAMSTERDAMmaandag 26 maart 12
  8. 8. 7. If you wouldn’t share the idea with your FB friends, then the idea just isn’t good enough. SUEAMSTERDAMmaandag 26 maart 12
  9. 9. 8. First contribute to the success of SUE and SUE will contribute to yours. The other way around never works. SUEAMSTERDAMmaandag 26 maart 12
  10. 10. 9. There is no such things as highly talented people with an ego. In a creative agency, the group is more important than the individual. SUEAMSTERDAMmaandag 26 maart 12
  11. 11. 10. Agencies don’t make great work, clients do. SUEAMSTERDAMmaandag 26 maart 12
  12. 12. 11. Great ideas get born in the intersection between our know-how and those of our clients. Try to create as much opportunities for intersections. SUEAMSTERDAMmaandag 26 maart 12
  13. 13. 12. There’s great power in postponing the conclusion. Postponing a conclusion is creating the space for new ideas to emerge. A bit like in sex. SUEAMSTERDAMmaandag 26 maart 12
  14. 14. 13. Producers are the real heroes of the agency. Worship them. They get things done. SUEAMSTERDAMmaandag 26 maart 12
  15. 15. 14. Great ideas require a creative process. Protect this process, both against yourself, your colleagues and your clients. Sometimes this implies protecting a client from screwing up things. Clients will never blame you for trying to protect the quality of your work.maandag 26 maart 12
  16. 16. 15. Be tapped into digital culture. The internet is one gigantic ocean of ideas, memes and stories that spread. Make sure you know what gets people excited. It’s the essence of your job. SUEAMSTERDAMmaandag 26 maart 12
  17. 17. 16. Don’t be modest. Modesty never blows people away. And False modesty is ego in disguise. Be eager. SUEAMSTERDAMmaandag 26 maart 12
  18. 18. 17. An idea for an idea is not an idea: prototype your idea and ask others what they think and feel. Always look for ways to make the idea better. SUEAMSTERDAMmaandag 26 maart 12
  19. 19. 18. Embrace failure and critics. It’s really OK to come up with bad ideas. They sometimes form the basis for a brilliant idea. SUEAMSTERDAMmaandag 26 maart 12
  20. 20. 19. Do everything you can to protect the creative climate: a great creative process is a jam session. Soloists often ruin a good jam session. SUEAMSTERDAMmaandag 26 maart 12
  21. 21. 20. We design behavior. Worship behavioral experts such as persuasion designers, behavioral economists, game designers and analytic ninjas. SUEAMSTERDAMmaandag 26 maart 12
  22. 22. SUE AMSTERDAM @SUEAMSTERDAM HELLO@SUEAMSTERDAM.COM WWW.SUEAMSTERDAM.COM SUEAMSTERDAMmaandag 26 maart 12

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