The document provides advice from a creative director on rules for the creative process in advertising. It presents many rules and then contradicts them, emphasizing that there are no hard and fast rules. Some of the rules include to lower standards at first to get ideas flowing, but also to never stop writing and pushing ideas further. Another rule is to follow the brief, but also to sometimes forget the brief and answer the fundamental problem instead. The overall message is that there are no true rules and to ignore rules that don't suit the specific creative challenge.
Let’s face it: freelance copywriting is a great life. But does it make you happy? If it's the freedom to work where, when and for whom you want, then yes.
How Donald Trump can help you become a better Art Director
The 2017 updated version of the ADMA Creative School Art Direction lecture designed to help and inspire all young creatives hoping to get a job in an agency creative department.
UPDATED '33 things I know about Art Direction'David Bell
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation this is an update with all of the same good advice but with new examples of work. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
How to be a great Art Director or DesignerDavid Bell
'Best of the 33 things I know about Art Direction'
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation here the best of that series. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Drop the ego, be more humble, build better thingsMilly Schmidt
Talk given at The Web meetup about the importance of humility across engineering, design, product and running organisations. Empathetic management as expressed through popular methdologies.
7 Steps To Becoming A Great Art Director or DesignerDavid Bell
How to become a great Art Director is a presentation about how to better use your design skills to craft your ideas.
This new creative lecture that was designed and written for the students of the 2016 Creative School. It was written for Art Directors first and foremost but also with Copywriters in mind.
Enjoy.
Ps. And please share if you have learnt something valuable from my presentation.
Let’s face it: freelance copywriting is a great life. But does it make you happy? If it's the freedom to work where, when and for whom you want, then yes.
How Donald Trump can help you become a better Art Director
The 2017 updated version of the ADMA Creative School Art Direction lecture designed to help and inspire all young creatives hoping to get a job in an agency creative department.
UPDATED '33 things I know about Art Direction'David Bell
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation this is an update with all of the same good advice but with new examples of work. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
How to be a great Art Director or DesignerDavid Bell
'Best of the 33 things I know about Art Direction'
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation here the best of that series. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Drop the ego, be more humble, build better thingsMilly Schmidt
Talk given at The Web meetup about the importance of humility across engineering, design, product and running organisations. Empathetic management as expressed through popular methdologies.
7 Steps To Becoming A Great Art Director or DesignerDavid Bell
How to become a great Art Director is a presentation about how to better use your design skills to craft your ideas.
This new creative lecture that was designed and written for the students of the 2016 Creative School. It was written for Art Directors first and foremost but also with Copywriters in mind.
Enjoy.
Ps. And please share if you have learnt something valuable from my presentation.
How to get a job in the creative department
What you will learn from this presentation is how to be better prepared for getting your first job in a creative department. Written from my personal point of view having interviewed many, many young creatives over the years. And from what I’ve learnt talking to creative hopefuls while lecturing at The Creative School. I hope that you find this advice helpful.
Good luck.
Ps. And please share if you have learnt something from this presentation.
Brainstorming Techniques and How To Get CreativeHellocomputer
If you're looking for ways to inspire your team and yourself, take a look at this presentation by Hellocomputer copywriter Jean-Pierre Le Riche on how to brainstorm creative ideas, how to fake creativity until you make it, and how to use the everyday world and the things around you to draw inspiration and get those creative juices flowing.
Credit: Jean-Pierre Le Riche
Twitter: @jpleriche
I want to go there - how to find your path as a designerMitzie Testani
Many of us go from job to job and are not happy with our work or our growth is unsatisfying and feels outside of our control. Take steps now to remove the wrong opportunities from your path and discover how to find the work that you love.
Another 33 things I know about Art DirectionDavid Bell
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation here are 33 more things I know about Art Direction. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
#deathofadland: 5 Insights Reshaping The Way Marketers ThinkAlexander Patterson
Is AdLand Dying?
You are already part of a discussion of tremendous significance. This dialogue proposes 5 insights that are driving this shift in thinking. Please hashtag articles or tweets with #deathofadland to contribute to a growing collective of related media.
The Renaissance Of The Consumer, The Reinvention Of The CreativeAlexander Patterson
The consumer, marketing, agency and creative landscape have changed dramatically in the last few years. But amidst all the fire and brimstone, a number of important truths have re-emerged. While arguably obvious, these truths are often ignored – and when they are, the creative usually doesn't work.
How to get a job in the creative department
What you will learn from this presentation is how to be better prepared for getting your first job in a creative department. Written from my personal point of view having interviewed many, many young creatives over the years. And from what I’ve learnt talking to creative hopefuls while lecturing at The Creative School. I hope that you find this advice helpful.
Good luck.
Ps. And please share if you have learnt something from this presentation.
Brainstorming Techniques and How To Get CreativeHellocomputer
If you're looking for ways to inspire your team and yourself, take a look at this presentation by Hellocomputer copywriter Jean-Pierre Le Riche on how to brainstorm creative ideas, how to fake creativity until you make it, and how to use the everyday world and the things around you to draw inspiration and get those creative juices flowing.
Credit: Jean-Pierre Le Riche
Twitter: @jpleriche
I want to go there - how to find your path as a designerMitzie Testani
Many of us go from job to job and are not happy with our work or our growth is unsatisfying and feels outside of our control. Take steps now to remove the wrong opportunities from your path and discover how to find the work that you love.
Another 33 things I know about Art DirectionDavid Bell
What you will learn form this presentation is how to be a better, or even great Art Director. Following on from my highly successful '33 things I know about Art Direction' presentation here are 33 more things I know about Art Direction. I hope that you find this helpful.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
#deathofadland: 5 Insights Reshaping The Way Marketers ThinkAlexander Patterson
Is AdLand Dying?
You are already part of a discussion of tremendous significance. This dialogue proposes 5 insights that are driving this shift in thinking. Please hashtag articles or tweets with #deathofadland to contribute to a growing collective of related media.
The Renaissance Of The Consumer, The Reinvention Of The CreativeAlexander Patterson
The consumer, marketing, agency and creative landscape have changed dramatically in the last few years. But amidst all the fire and brimstone, a number of important truths have re-emerged. While arguably obvious, these truths are often ignored – and when they are, the creative usually doesn't work.
The Brand Interrogator: A Marketers’ Tool For A Social WorldAlexander Patterson
Whether you're a client, suit or creative – certain brand health questions simply must be asked. Here are six checkpoints to help you evaluate your brand's vitality.
Truffle Talent Digital Summit 2015: Briefing and feeding back to creativesJonny Watson
I few home truths about how best to brief and feed back to creatives - from the point of view of someone you could never fire...
Premiered at the Truffle Talent Digital Summit 2015, aboard HMS President.
I'm sorry to say that Slideshare doesn't play animated gifs or animations so it's not the same as seeing me deliver this live.
Slideshare doesn't do notes very well either so I've embedded them in the relevant slides.
I'm nice like that.
What problem are you solving Detroit entrepreneurs? Thanks for hosting, BizdomAdam Berk
Thanks again for being such a great host, and such a great resource for Detroit and Michigan entrepreneurs .... BIZDOM.
Also to foodjunky and to customer development ninja (especially for the valuable feedback).
You're going to die and no-one is going to give a shit.Chris Spalton
Here's my slides from my recent @SNHangout and @Syncnorwich talk: "You're going to die and no-one is going to give a shit." Sorry for the lack of notes, I didn't use any, hopefully it still works as a reference/reminder. Thanks as always to Austin Kleon for the important lessons and inspiration behind the talk.
The thrills and spills of presenting and workshopsOliver Feldwick
Just a little presentation I've written about writing presentations, presenting them, running workshops and generally doing work (hopefully better).
I used it for an internal session at work but figured I'd share it.
Leanstartup | Microsoft Innovation Centers & VentureHiveAdam Berk
Helping passionate entrepreneurs around the world practice customer development and validation techniques. Made possible by VentureHive.co and Microsoft Innovation Centers in Nepal, Armenia, Chile, and Iran.
This is designed to take you from the discovery phase, through the idea generation process all to way to completion (Making money from your best ideas)
3 simple steps to create your company logo - An essential guide for entrepren...Nishchal Par
This is a short guide that will help entrepreneurs and start ups to design a professional and versatile logo investing little time and with little or no money.
A conversation audit revealed that in SE Asian markets, Jaguar was perceived as tenuous, ailing and misunderstood. We wanted to chat that. Jaguar Alive: Present, Future & Past.
Presented in 2013 at We Are Social Singapore - a discussion about creating content. At the time, social was just emerging as a viable business and we were developing our internal processes.
It's no exaggeration at all to say that ideas change the world. But where do they come from, and how do we find them? The answer is often in the 'unlock'. Here's how to find the 'UNLOCK'.
Be More Social, GET OFF YOUR DEVICE!!! #SOCIALSG, a human initiative.Alexander Patterson
At dinner, an family looks at their devices instead of talking. People run into each other, looking at their phones. And kids rate their popularity by their followers. It's time to do something...
1. AdLand > Creative Department > Creative Process
Hard & Fast Rules
To Live By
One of the many funny things about advertising is that
everyone seems to think their way of doing things is the
best. So they come up with rules, many of which I’ve noted
are contradictory.
So with that thought in mind, I’ve laid out some of my own
hard and fast rules for approaching the creative process…
2. Don’t be too critical of your work. If you do, you may never get
anything done.
Taken to the extreme, high standards can cause writer’s block.
So just start writing. Never mind that it’s absolute drivel.
The point is: you’re working on it. Once you get past the junk
ideas you’ll find the real gems.
Lower your standards.
3. Elevate your standards.
Don’t ever be easily pleased with your work.
In the hard light of day, it may well turn out to be ghastly.
But after you’re up and running, you’ll start to have a good pile of
ideas. Keep ‘em all.
Push those forward and you may have something. I call it: “The idea
before the idea”.
4. This had the potential to be a great ad. It’s just that the headline is
killing it. And the layout.
5. Own your work.
You’re passionate about your work, but you also have to sell it
through to your CD, account servicing, the marketing guys and
whoever else has a voice.
So present it internally and explain it with a good story people
can remember.
6. Don’t love your words or ideas – they don’t love you.
Detach yourself from your work and look at it with fresh eyes.
Don’t own your work.
Ever wanted to be Creative Director? You are, of your own work.
Great that you wonder what your CD would say about your
lines, but so much the better if you can look at them first and
know what he’d say, then amend them until he has nothing to
say except “well-done” or “ok good, send it out”.
8. Never stop writing.
Never stop writing.
Never stop writing.
There was one time I was teamed up with another writer (who
incidentally was also named Alex – Alex Dobrokronov) as a
copy/copy team in the StarHub unit of Batey.
Naturally, we did what any copy-copy team would do: we started
writing headlines. So I said “let’s each do 20 headlines and see
what we have”. The other Alex replied: “Why does it have to be 20?”
The difference between a junior and a senior writer is when they
stop writing. (One stops much sooner than the other.)
Extend, extend, extend. Once you get the ATL campaign and the TVCs,
go on to brochures, digital, social, mobile media, OOH, guerrilla,
ambient, events, stunts, SMS, and beyond.
9. Naturally, not everyone will be happy with your work. Which usually
means you’re doing something right.
10. Quit.
Yes, QUIT.
Quit while you’re ahead.
Once you’ve beat your horse till it’s dead, forget it.
Get lost. Go play some pool. Chat up the new receptionist.
Or just get out of the office for a long lunch with your art director.
Free your mind, but keep you pen and pad with you. Suddenly, when
you’re least expecting it, a new idea will come.
Taking the pressure off of your shoulders is the most liberating feeling
you can have, and this is where the real work begins.
11. Never trash anything.
The purpose of your weak ideas is to help you evolve past them
and unlock the lateral thoughts.
They’re also a record of where you’ve been, which means you
can always come back to them and maybe see something new
on a rainy Monday morning.
Never kill off anything.
12. Throw it all away
without a second thought.
Kill it all off. Start fresh. The Empty Box is a liberating place to live in.
13. And now, a short commercial break...
✩✩✩✩✩
THE EMPTY BOX
is a blog about all the late nights, insanity
(and occasional sparks of brilliance )
that make AdLand the most fun
you can have with your clothes on.
✩✩✩✩✩
alexanderpatterson.tumblr.com
14. Always, always
follow the brief.
The bloody brief is there for a reason. The first reason is to give
you a job to work on, so be thankful for that.
The second reason it’s there is because the client or agency has a
problem they need to address. Whether the brief is horrible or not
doesn’t matter. You have to get to the bottom of the fundamental
goals of the job.
A lot of times the answer to that won’t be in the brief, but the suit
knows the answer. So figure it out, because when you do you can
then respond with work that never occurred to them.
I’ve noticed that ironically, the answer is sometimes so obvious
a solution that no one even saw it… or maybe they simply didn’t
ask the right questions.
15. Forget the brief.
Answer the brief; then forget it. I worked on a pitch once where there
were three creative teams.
We all started from the same place. The job called for local insights in
relation to a local beer brand (okay, it was Tiger), and two of the
teams were ‘local’.
The third team was foreign, so they just said, ‘well, we don’t know
anything about Singapore, so forget this brief’ and completely
ignored the whole job requirements. But their work was good and the
CDs didn’t hold it against them – although you can be sure we did.
16. Stick to your guns.
If you’ve done your research, explored all the paths you could
realistically examine, and done a bit more after that, then stick
to your position.
You know what you’ve created, and more importantly, why
you’ve done it.
You’re probably the only one who has been through this
creative process, so defend your work.
An ex-Ogilvy CD who’s frequently at Gem on Club Street told
me: “Present your work like you’re standing naked out in
the middle of the street.” You have to believe in it.
17. Compormise isn’t the
end of the world.
In about 2000, I worked with Anthony Redman at Batey Ads.
He said: “Compromise is a big fat stinking pile of shit”, or
something very close to that, and I wouldn’t ever disagree with him.
But sometimes it’s just easier to let the small jobs go, and it’s okay
to amend things slightly, if it doesn’t detract from the idea, to get
the job through. There’s no need to fight account servicing on every
minute detail.
Get it done. Have a beer. Go home.
20. The LAST PAGE... it was long, but hopefully it had some depth.
Now it’s your turn.
1. Share & comment on this.
2. Visit The Empty Box.
alexanderpatterson.tumblr.com
Alexander loves to follow all the rules, especially when they suit him.