2. Or in other words:
15 insights that
could help you save
some time.
3. Yes, I know that is only 0.6 Things per Year.
What you will hear today:
- Where I come from
- My career
- What I have learned so far
- What I would/should have done differently
- Whatever you would like to know (e.g. #miamiadschool
@rruegger @miamiadschool etc.)
4. Switzerland
Switzerland (15,943.4 sq mi) is 3,5 times smaller than New York
Four official languages (German 63%, French 22%, Italian 8% and Rhaeto-
Romantsch 0.5%), Swiss German is the spoken everyday language, different to High
German and doesn’t exist in (official) written form
One of two countries with a square flag (accidentally redesigned by Tyler Brûlé)
More than 200 mountains over 3,000 meters, only 48 over 4,000 and none over
4,634 meters, more than 1500 lakes
Despite being a permanently neutral power, military service is compulsory for
male Swiss citizens
Until February 7, 1971 women weren’t allowed to vote (national level)
Third highest salary and job security out of all OECD countries
Helvetica, Velcro, Computer Mouse, Bobsleigh, Muesli, The Red Cross, LSD
Cannes Lions 2016: 5 x Silver, 6 x Bronze
5. Creating engaging Messages
Creating relevant Content
Creating Reach
2014201120001996 1997 1998
Brand Communication
1995
My Professional Life so far:
Writer
1991 2016
Copywriter
Digital &
Dialogue
1995
CD
ECD
Freelance
CD
Publishing &
Journalism
Blogger &
Freelance Journalist
Awards
Content Marketing
Editor-in-Chief &
Managing Director
Head of
Editorial
7. The Idea Business:
Input = Output.
Think of yourself as a sponge: the more you see, do, experience
and ask, the better. Go places.
8. Coming up with ideas is the easy part.
Finding the right idea, and most of all bringing it to live
is where things start getting difficult.
The Idea Business:
10. Don’t try to solve your client’s problems.
Focus on the problems of your client’s client instead.
The Idea Business:
11. The Idea Business: Focus on the Target Audience’s Needs
«I need to sell more cars!» «I want to feel safe, even though I cannot afford to buy a large car.»
12. Understanding how it works
doesn’t necessarily make you more
creative - but probably a better leader.
Don’t overthink.
The Idea Business:
13. Being passionate about creativity ≠
being passionate about making money.
If you’re the good cop, always bring along a bad cop.
The Idea Business:
14. You are only as good as your portfolio.
And yes, awards really do matter.
The Idea Business:
18. Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director Copy
Creative Director Art
Senior Copywriter
Senior Art Director
Art Director
Copywriter
Designer
Junior Copywriter
Junior Designer
Trainee
«Make the network happy!»
«Make our clients happy!»
«Come up with great
ideas that will make your
Creative Director happy.»
«Execute a great idea of
someone else.»
«Watch and learn.»
The Idea Business: Find your Place
19. 0,5
20
60 - 120
60 - 80
10
1
4
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director Copy
Creative Director Art
Senior Copywriter
Senior Art Director
Art Director
Copywriter
Designer
Junior Copywriter
Junior Designer
Trainee
The Idea Business: Number of Job Openings per Year (Switzerland)
20. Have a longterm plan.
Ever thought about retirement?
The Idea Business:
21. The Idea Business: Stages of a Career
20 to 30 years old
«Everything’s possible!»
31 to 39 years old
«Which job offer
should I accept?»
40 to 60 years old
«Here’s what I can offer your
company: …»
40 to 60 years old
«No one tells me what to do.»
40 to 60 years old
«I can hire them, I can fire them.»
22. 0
0
0
2
2
1
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director Copy
Creative Director Art
Senior Copywriter
Senior Art Director
Art Director
Copywriter
Designer
Junior Copywriter
Junior Designer
Trainee
The Idea Business: Retirement (Switzerland)
23. Have a back-up plan.
Plus: It’s much more interesting to talk about
your other passion.
The Idea Business:
25. The Idea Business:
A client briefing usually means
you were too late.
Be proactive.
26. 12 to 24 months
Workshop
Number 15
The Idea Business: The right Moment
Something
is changing
Will this
affect us?
Risk or
Chance?
We need to
address
this!
Workshop
Number 15
We should
invite
MarCom!
Consultant
A
Consultant
B
Consultant
C
Consultant
D
4 weeks
Award
Entry
We need to
brief the
agency
Here’s the
creative
brief
29. Don’t come up with ideas
in front of your client.
Be like a doctor. Doctors don’t brainstorm with patients.
The Idea Business:
30. The Idea Business: Bonus
Only show ideas you actually would
like to work on.
If a client picks an idea you don’t like, why did you
show it in the first place?
31. Things I should have done differently in hindsight.
Focusing more on my portfolio and less on my team’s performance
Choosing a more traditional career path / no shortcuts
Not accepting a job offer simply because I felt flattered
Being better prepared for the fact that someone else than myself could
have an impact on my life
Repeating the 15 + 1 insights on one slide
32. Summary:
Experiences = insights
It’s about executing the right idea
Clients and target audiences have different needs
Sometimes it helps not knowing too much
A great creative person usually is a terrible sales person
Always work on your portfolio
Getting help helps
Find a reason why people want to work with you
Know where you want to be within the agency - now and in 30 years from now.
It is good passionate about more than advertising
Be proactive
There is no such thing as a work life balance
Freelancing is not something you do in between
Your ideas are the most valuable thing you have
You do control which ideas are presented