Now improved with video references! (This is Part 2, of what is a 4-part series.) Note: I'm not an Architect. Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here. Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others. Hope it's as eye-opening for you as it was for me. Enjoy! To see Part 1 on "12 Lessons on Advertising 101 From an Architect ", go to: http://www.slideshare.net/AlexGoh1/12-basic-lessons-on-advertising-from-an-architect-advertising-101

1. Part 2 of 4
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
11 Tips on
Finding Inspiration
For Advertising
From an Architect
Image credit: Getty Images

2. All image contents is credited to Alexandros N. Tombazis, a
Greek architect, from his book “Letter to a Young Architect.”

3. A quick guide to this deck
1. (Almost) All instances of the word “Architecture” has
been deleted (leaving only the “A”). What is most striking
is that by merely replacing all mentions of “Architecture”
with “Advertising”, the advice given is still relevant in its
entirety. Try it yourself and see.
2. I have also included personal notes/tips to make the
advice applicable to the practice of advertising. This will
be denoted by ✪ .
This deck features a compilation of advice to young architects
that came about as a result of a series of lectures given
mostly to students of Architecture in Greece and abroad.

4. ONCREATIVE“CASESTUDIES”
✪ It’s always beneficial to seek inspiration
through the work of others. And while
doing that, dig beyond and understand the
thinking that has led to that style of
execution.
#1

5. ONTHINKINGGLO-CAL #2
✪ Inspired ideas melds a reference from
the world’s best to an insight of the local
environment – and in the process,
becomes its own unique creation.

6. ONSCALINGFORINSPIRATION
✪ When thinking of your
communications idea,
remember to weigh the
opportunities and challenges as
you scale your idea up and
down.
#3

7. ONHARNESSING“PLACE” #4✪ “Place” in advertising, is extrinsic, and would
refer to both environmental factors (e.g. time and
weather) and external factors (e.g. economy and
religion) – both of which can influence how people
perceived your communications.

8. ONHARNESSING“CLIMATE” #5✪ “Climate” in advertising, is intrinsic, and can
represent the feelings of the customer (as
influenced by his/her attitudes and emotions) and
their social context (e.g. siblings/parents/couple).

9. ON“TOUCH”VS“TECH” #6
✪ If having to choose
between approaches, one way
to look at it is to seek solutions
that maximises the intensity of
the emotion evoked (“high
touch”) over the novelty factor
of new technology (“high
tech)”.

10. ONTHEPOWEROFTOUCH ✪ Execute so as to leverage all of ones senses –
we do well to consider sight, sounds and even
smells, but how can we push the dimension of
“touch”? This is especially important in an
increasingly intangible, digital world.
#7

11. ONMESSAGEVSTAKE-OUT
✪ Consider the distinction between
the “message” (what is said) and the
“take-out” (what is perceived).
Oftentimes, we treat it as the same
thing, in the name of being simple.
Consider this: what matters more
could be what ISN’T said. Let the
audience make the intellectual leap
themselves; that extra processing
heightens both likeability and
retention.
#8

12. ONSTATICRESPONSIVENESS #9✪ Time and again, this piece of
advice comes back – consider
how external factors (e.g. night
vs day) evolves around your
communications piece. Ask
yourself: “How can a static
communications piece take
advantage of the dynamism of its
environment?”

13. ONSTATICRESPONSIVENESS #9

14. ONBRIGHTPOSITIONINGS ✪ “Light” to Architecture is what a “Positioning” is
to Advertising – it illuminates the way ahead,
guiding you on the path you should take. In an
increasingly cluttered world, let the “light” of your
positioning cut through the darkness.
#10

15. ONFRESHPERSPECTIVES
✪ “Apertures”, “opening”, solids”
and “voids” are to Architecture what
“Copy” (words) is to Advertising.
Great copy broadens our view of the
world, helps frame ones views and
illuminates new ways of seeing. Ask
yourself – “Is my copy offering a
new way to see the world?”
#11

16. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
Part 2 of 4
11 Tips on
Finding Inspiration
For Advertising
From an Architect