These are the slides from a presentation I gave to a couple of clients. They asked me if they could do more with less money. A tricky question that is. So i said they could start by doing more with less messages. In the end, it'll help saving the money.

1. Less is more Tom Theys

2. Creativity without strategy is called art.
Creativity with strategy is called advertising.

3. The more you TALK
the less you SAY

4. Most of what I
learned about
marketing,
I learned from Phil.

5. YOUR OBJECTIVE I’d like to spend
my life with her.

6. I’m a pretty good masseur.
WHAT YOU WOULD LIKE TO TELL HER I have a good job.
I rarely drink. I’d do anything for you.
I totally understand women.
They say I’m funny.
I’ll even love you when
you’re old.
Yes, I’m open to
ballroom dancing.
I think men
should take
care of the
children more
often.

7. YOUR KEY MESSAGE
I LOVE HER.

8. A SIMPLE WAY TO SAY IT
I love you!

9. A CREATIVE WAY TO SAY IT I wish my
grandchildren would
look just like you.

10. In life
(aka what my mom used to tell me)
Keep the mystery
Keep talking

11. I hope he’s got
humour.

12. By the way:
I’m an incredibly
funny guy!

13. By the way:
I’m an incredibly
What a jerk... funny guy!

14. In marketing, way too often:
Keep talking
Keep the mystery

15. In marketing should be:
Say less, talk enough
Talk more, say enough

16. LESS
IS
MORE

17. LESS talking
IS
MORE understanding

24. LESS complexity
IS
MORE understanding

26. LESS saying
IS
MORE meaning

28. LESS promise
IS
MORE proof

31. Enemy 1 : Too many messages

32. Enemy 2 : meeting room language
We need to create an ad for Jumpy Juice. JJ is the
market leader with 16,3% share but they struggle
with competition from private labels and lose
penetration. The problem is they don’t have a
differentiating product benefit. So we need to do
emotional advertising to build consumer bonding.

33. Enemy 3 : complex briefing

35. Brief # 1
“Please paint the ceiling”
• What is the objective?
• What direction does Michelangelo have to go?

36. Brief # 2
“Please paint the ceiling
using red, green and yellow paint.”
• What is the objective?
• What direction does Michelangelo have to go?
• Too restrictive

37. Brief # 3
“We’ve got terrible problems with cracks in the ceiling.
Can you cover it up for us?”
• What is the objective?
• What direction does Michelangelo have to go?
• Irrelevant information
• Demotivating

38. Brief # 4
“Please paint Biblical scenes on the ceiling,
incorporating some or all of the following:
God, Adam, angels, cupids, devils and Saints.”
• Clear objective
• Most important elements
• Relevant information
• Is it motivating?

39. The brief Michelangelo was given
“Paint our ceiling for the greater glory of God and as an
inspiration and lesson to his people.”
• Clear objective
• Most important elements
• Relevant information
• Motivating
• Inspiring

41. How to judge on simplicity?

42. Ideas are to be shared
So check how you would share an idea:
 With your boss
 With your partner
 With your 12 year old son or daughter
… while they’re on Facebook.

43. Judging simplicity
Can you write it on a Post-It or a beercoaster?

44. Judging simplicity
Can you explain it in 140 characters?

45. 3 take-outs
to make more out of less

46. How to make more out of less
1.
2.
3.

47. I hope he’ll be
true to me

48. I will never cheat you
with another woman!

49. I will never cheat you
with another woman!
I want to go home.

50. How to make more out of less
1.
2.
3.

51. How to make more out of less
1.
2.
3.

52. Which brings us back to Dr. Phil
“A kiss is the action that marks a
relationship.
[…]
Kissing is essential to feel connected. […]
I also feel it is one of the things that often
gets overlooked as to how important it really
is for women and men [and brands, tt] in a
relationship.”

53. Conclusion:
Let’s KISS!

54. @tomtheys
tom.theys@publicis.be