This document provides advice for coming up with creative ideas as an advertising professional. It suggests examining the work of the best agencies for inspiration, revisiting the client brief, getting feedback from trusted friends and family, sleeping on ideas, working through challenges, and asking creative directors for help brainstorming. The overall message is that coming up with great ideas requires persistence, an open mindset, and drawing from multiple sources of inspiration and perspectives.

1. IDEALAND
2.0
-Does this font make you think of Swedish Vodka?

2. IDEALAND
2.0
I just had an Idea… But…is it Good?
-This presentation will not have one single picture... So concentrate!

3. Scenario: Your desk…somewhere in this
Building…or somewhere else 
-This is a true story. And I can give the names of the guilty..

4. Do You recognize this?
• AD: “You read the candy brief”?
• CW: “Mhmm” You?
• AD: “Mmhmm” Kind off.
• CW: ”I read on a Blog that the candy is
manufactured in a weird, funny-name-town”.
-Was this you? Yeah it was, admit it!

5. Do You recognize this?
• AD: “Ahh, that’s funny”.
• CW: “So lets say the candy makes you
strangely happy based on this. Because
–Its made in (funny name)” –Good?
• AD: “I guess”… Kind off.
• CW: “Mmm maybe not…Lets go for Lunch”.
-Common, admit it!

6. So how do YOU know ?
-I know that YOU know that I know.

7. 1st Some Truth about YOU
• Fact 1: You’re not well-informed.
• Fact 2: You haven’t sat down&actively
attacked your problem.
• Fact 3: You haven’t done something elsewhile
your subconscious mind works on the problem.
• Fact 4: You haven’t had an “Eureka!” moment, yet.
• Fact 5: You haven’t figured out how to implement
your idea.
-Here’s another Fact. Google’s original name was Back Rub.

8. So How do you know?
• Shit, it’s not easy. In most chances this is
how you start. -Odds are against you and
client service are not helping… Clock is
ticking and you need to start somewhere
and FAST.
• Maybe these simple tips can help you…
- Are you paying more attention to these lines than the above ones?

9. 1. Look at the Best
No1 is always the benchmark.
-This is a subliminal line

10. The Best are Best for a reason
• BBH knows Audi
• Weiden knows Nike
• Fallon knows SONY
• CP&B knows B-King
...The list is long
• LOOK at their ideas. If they have a great idea on
the same category as your product. Compare.
- Is it as good as theirs?
-Wanna be with the best? recruitment@bbh.co.uk

11. 2. Look at the brief
Revisit an old friend.
-This is the bitter truth. You have to. It’s in your contract.

12. Wisdom is an Old friend
1. Does it really solve the Problem?
- Honestly, does it? Challenge it.
2. What consumer emotion are you looking
for? Can it really happen? How’s the idea
creatively dramatized?
3. Read, underline stuff, ask questions. Just
don’t look in the same place as everyone
else.
-Get Them To Buy your Idea-That’s what it stands for Schmuck!

13. 3. Ask your MOM
She knows…
-Call her before she calls you.

14. MOM is always right!
• “You're not famous until your mother
has heard of you.” - Jay Leno
• In other words She’s a tough crowd to
convince.
• Friends-family-Colleagues:
Expect an honest answer. Maybe you
have to re-think it. Maybe not.
-This is another subliminal line

15. 4. Find 10 Reasons Why
it’s Good!
-You are so smart!

16. Why 10?
• Past three you have a campaign.
• Past five you might have found something
better.
• Past eight you stopped counting.
-You are so, so, so smart!

17. 5. Find 10 Reasons
Why NOT.
-Actually You are NOT so smart!

18. Why 10?
• Past three you don’t have a campaign.
• Past five you might have found something
better.
• Past eight you trashed it and decided to
check your FB-Status.
-You are so, so, so NOT smart!

19. 6. Sleep on it.
-Alone or with someone, both works.

20. Simple trick
• Before you are to fall asleep, ask yourself.
Is this idea good? Ask with conviction.
• As soon as you are awake (or half awake) pay
attention to your first thought. There is
an answer waiting for you.
• Hocus Pocus? –You don’t loose by trying 
-Studies show that sleeping on your Stomach makes you less creative.

21. 7. Sweat it.
And it will come
-But use a deodorant!

22. It’s the 90% that counts
• Start to write &doodle. Start humble, after
several days you begin to translate that flat-
footed brief into something interesting.
• You keep for several days, and then one day
without warning, an idea just shows up at your
door. You don’t know from where.
• It just shows up. “Eureka”!
-Archimedes ran out naked on the street’s screaming Eureka! –Don’t try the same.

23. 8. Start thinking ASAP
on How to Present it
Sell, Sell, Sell
-Think Car salesman…But with a Bazooka!

24. Packaging is Key
• Even your colleagues don’t always get it.
• What’s obvious to you is not always to the
rest around you. Help them. Simplify
• A story well told is always interesting.
• Don’t repeat your tricks twice.
-Sell dreams not what people expect.

25. 9. How would
Chuck Norris do it?
- Assume an AD Alter-ego.
-Don’t F*ck with Chuck!

26. Chuck Wisdoms
• Chuck Norris doesn't lie, he makes up
truths.
• Chuck Norris can draw a perfect circle
with a ruler.
• Chuck Norris doesn't swim, he pushes
the ocean out of his way.
-Ad Jedi's are now taught to use the "Chuck"

27. 10. Enjoy the Crisis
PANIC mode helps
FAIL.FAIL.FAIL.

28. Quitting is for losers
• Pressure pushes you away from comfort.
• Faith can move mountains. Even your
own. You have to believe that you’ll finally
get a great idea. You will.
• Stubbornness beats intelligence.

29. 11. Ask your CD
That’s what they’re there for.
He,he,he – You had no choice

30. Yep, we know.
• We know a thing or two about the client.
About advertising. About ideas. About YOU.
• We can help by lighting some perspective to
your problem. Were old but wise.
• We are smart, (not always ) & we just been
doing it longer. =Experience.
• We want to help you. Always.
-

31. FINALLY
“You had an idea once, and a light bulb appeared
over your head”.
“Chuck Norris had an idea, and the sun was created”.
Time for Lunch, who is going to Lunch Box?

32. Hope you are a little
wiser now..

33. Words to Art Directors

34. Art Director wisdom
• 1: People only say "Great idea" if you execute it flawlessly
• 2: Even the best copywriter you've ever worked with, can't find a way to
explain what you really do to your mom.
• 3: Spraymount can be used as hairspray and removed with olive oil or
conditioner.
• 4: Make logo 30% smaller than you want.When client wants it bigger,
enlarge 10%. Repeat 3 times. They never ask 4 times
• 5: Everyone in the world can read 5pt if it's on the right paper.
• 6: It's not about making it simple, it's about how you make it simple.
• 7: If copywriter ever calls you a wrist, always refer to them as "the
textguy" from then on.
• 8: Fonts are like voices. Saddam Hussein speaks in Futura Extra Bold
Condensed, all caps. (This is the font I used in this PRESO)

35. Words to Copywriters

39. Now lets try the
following.
Shit it’s not over..

40. Exercise
MAKE ONE DHL EXPRESS PRINT IDEA USING JUST
ONE THING FROM EACH OF THEESE 3 COLUMNS.
TURTLE JAMAICA CRAWL
ROCKET MAN THEATER SING
COURIER FUNERAL CRY
ALIEN JET CARRIER SPY
CUSTOMER CITY SUPER FAST
GRANDMOTH OCEAN SPEAK
ER FOREST THINK
OLIGARCH SKYSCRAPE CONNECT
YOU R WIN
TERRORIST BORDER FAMOUS
CLOWN TAXI
WRITE DOWN THE IDEA AND YOUR CREATIVE REASON WHY ITS GOOD.

41. NOW LUNCH!