learning on the job

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General musings of what I've learned in the advertising industry. Hopefully worth sharing.

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learning on the job

  1. 1. things i learned so far after 5 years in advertising
  2. 2. what do i think i know [non-exhaustive] •  short term campaigns are moving to long term initiatives •  successful communication is a process •  simplicity should be standard •  people disguise bad thinking with long words •  businesses should have a noble purpose that motivates, galvanises [ makes money] •  lots of small things are better than one big one •  creative collaboration is key •  data, data everywhere but not a drop to drink •  entertainment meets utility + commerce •  brands are increasingly behaving like media •  good ads solve advertising problems, good agencies solve business problems •  gaming is mega •  brand humanisation
  3. 3. short term campaigns are moving to long term initiatives •  WE NEED TO THINK BEYOND EXECUTION SOLVE THE PROBLEM INSTEAD •  LETS GET CREATIVE UPSTREAM BEFORE GETTING CREATIVE DOWNSTREAM
  4. 4. successful communication is a process •  WE SHOULD KNOW WHY PEOPLE WILL BELIEVE BEFORE COMMUNICATING IMPACT-FULLY •  THE TRUTH ISN T TRUTH UNTIL PEOPLE BELIEVE YOU, AND THEY CAN T BELIEVE YOU IF THEY DON T KNOW WHAT YOU RE SAYING, AND THEY CAN T KNOW WHAT YOU RE SAYING IF THEY DON T LISTEN TO YOU, AND THEY WON T LISTEN TO YOU IF YOU RE NOT INTERESTING, AND YOU WON T BE INTERESTING UNLESS YOU SAY THINGS IMAGINATIVELY, ORIGINALLY, FRESHLY William Bernbach
  5. 5. simplicity should be standard EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE. BUT NOT SIMPLER Einstein.
  6. 6. people disguise bad thinking with long words LETS TALK IN PEOPLE LANGUAGE NOT IN CORPORATE / BUZZWORD SPEAK
  7. 7. businesses should have a noble purpose that motivates, galvanises [ makes money] •  THE NOBLE PURPOSE IS A HUMAN TRUTH THAT TRANSCENDS CATEGORY •  PERSPECTIVE FOR INTERNAL EXTERNAL PEOPLE TO CONNECT WITH •  IT SHOULD BE EXPRESSED IN MANY WAYS TRANSFORM THE WAY YOU DO BUSINESS •  HUMAN UTILITIES CAN ENCOURAGE AND REWARD USER BEHAVIOUR AND VW PROVE OUR BRANDS PURPOSE IN THE WORLD
  8. 8. lots of small things are better than one big one •  WHY PLACE ALL OUR EGGS IN ONE BIG BASKET IN A WORLD THAT RELIES ON EXPERIMENTING DIVERSIFYING TO SURVIVE? •  LETS TRY LOTS OF SMALL THINGS ALIGNED WITH THE NOBLE PURPOSE OF THE BUSINESS •  IT CAN MAKE BIG COMPANIES SEEM SMALL HELP IDEAS SPREAD W+K London - Nike Grid
  9. 9. creative collaboration is key •  LIFE IS A TEAM-SPORT •  BRAND MONOLOGUES ARE SO OVER •  COMMUNITY CENTRED DESIGN MEANS 1+1=3 BBDO Proximity - Doritos - The End
  10. 10. data, data everywhere but not a drop to drink •  DATA IS NEVER JUST DATA; IT HAS A HUMAN CONTEXT SO SHOULD BE DESIGNED FOR IT. •  DATA DOESN T STOP, IT KEEPS GOING AS SHOULD ITS MEASUREMENT. •  GOOD RESEARCH IS A MUCH NEEDED AND SOMETIMES UNDERVALUED ASSET
  11. 11. entertainment meets utility + commerce •  MASH-UPS THAT CREATE CONVERSATION, COMMERCE, UTILITY ENTERTAINMENT ARE THE WAY FORWARD Droga5 NY - Jay-Z Decoded book launch
  12. 12. brands are increasingly behaving like media •  BRANDS HAVE BECOME CONTENT CREATORS CURATORS •  THEY SHOULD OWN THE MEDIA [BESIDES PAYING FOR EARNING IT] Toyota s Prius Projects
  13. 13. gaming is mega •  GAMING CAN CREATE BEHAVIOUR CHANGE IS A MEGA GROWING TREND •  ITS ALSO ADDICTIVE
  14. 14. great ideas transform •  THEY PUT A STAKE IN THE GROUND •  MAKE THEIR OWN MEDIA •  THEY RE ENGAGING REMARKABLE W+K Portland - Old Spice
  15. 15. brand humanisation •  PEOPLE DON T FALL IN LOVE WITH BRICKS •  EVERYTHING BUSINESSES DO COMMUNICATES WHO THEY ARE •  TECHNOLOGY ALLOWS BRANDS TO ARTICULATE THEIR PERSONALITY THROUGH BEHAVIOUR CONVERSATION Fiat teaching people how to drive efficiently
  16. 16. good ads solve advertising problems, good agencies solve business problems •  THE SOLUTION TO A PROBLEM IS NOT ALWAYS AN ADVERTISING ONE Amazon used it advertising budget to offer free delivery

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