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Great vs. Good

A speech written for the Miami Ad School in Europe - given on July 29th, 2010. The subject is Great vs. Good and why "Good" is the bad guy.

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Great vs. Good

  1. Great vs. Good <ul><li>(A tale where ‘good’ is the bad guy) </li></ul>For the Miami Ad School in Europe, July 2010 Simon Law Executive Planning Director True Worldwide
  2. Open, Honest, Bias <ul><li>I have worked at: </li></ul><ul><ul><li>KHBB, Saatchi & Saatchi </li></ul></ul><ul><ul><li>Goodby Silverstein & Partners </li></ul></ul><ul><ul><li>Kirshenbaum Bond & Partners </li></ul></ul><ul><ul><li>WCRS, TBWA, SapientNitro </li></ul></ul><ul><li>And friends of mine work or worked at: </li></ul><ul><ul><li>Wieden+Kennedy, Fallon, Mother </li></ul></ul><ul><ul><li>AKQA, CP+B, Apple </li></ul></ul>
  3. Disclaimer This is neither an exhaustive, nor official list of “greatness”
  4. Four acts: i. What “great” looks like ii. The elusiveness of “great” iii. The enemies of “great” iv. Three tips to help you find “great”
  5. Act i: What “great” looks like (sit back and enjoy)
  7. “ Great” inhabits a different world (in any and every medium)
  14. “ Great” doesn’t always need a big budget (it just needs a big idea)
  17. “ Great” isn’t merely an ‘advertising’ ideal. It applies to everything you think and do.
  23. “ Great” looks different every year and will continue to do so
  28. “ Great” = disproportionate success (beyond media spend and efficiency)
  29. Pound for pound, creativity makes ad campaigns more efficient. Creatively-awarded campaigns are at least 11 times more efficient. Source: IPA Report - The link between creativity and effectiveness, June 2010
  32. “ Great” is fragile and fickle (it’s easy to lose)
  34. “ Great” helps you organise your brand (Once you find “great”, it’s easier to spread)
  39. But “great” also stands the test of time (and doesn’t fade as quickly as others)
  41. You should try to only accept “great”. It’ll hurt occasionally, but it’s worth it.
  42. Because getting to “Great” is difficult (really, truly, damnably difficult)
  43. Act ii. The elusiveness of “great”
  44. Product: Ice Cream Benefit: Indulgence Truth: Natural ingredients
  45. Not particularly good: Ingredients message (Strawberrys)
  46. Not particularly good: Ingredients message (Natural taste of freshness)
  47. Still not particularly good: Classic product message (Thick and creamy)
  48. Better (well, not really): Emotional message (Food of love)
  49. Good: Message made into belief (Less is more = Natural)
  50. Great: Belief turned into cause (Save the honey bees)
  51. Great: Belief turned into cause
  52. Great: A cause with a sense of humour
  53. Great: A cause with a simple, clear message
  54. Act iii: The enemies of “great”
  55. 10. Time
  56. 9. Process and formula (inflexibility)
  57. “ Principles endure, formulas don’t. You must get attention to your ad. This is a principle that will always be true. HOW you get attention is a subtle ever-changing thing. What is attractive one day may be dull the next.” Bill Bernbach
  58. 8. Poor briefing
  59. 7. Complexity
  60. 6. Cowardice (Managing upwards)
  61. 5. Underestimating the opportunity
  63. 4. Lack of attention to detail
  64. 3. Failing to understand the business
  65. 2. Blaming someone else
  66. 1. Getting to “Good”
  67. “ Good” vs. “Great” Everything else is a symptom
  68. The end is nigh (Honestly - we’re nearly there)
  69. Act iv: Three tips to help you find “great”
  70. 1. Learn the craft of “great” 2. Be tough on yourself 3. Seek out opportunities
  71. 1. Learn the craft of “great” Watch reels Read case studies Follow awards Talk to people Read books BUT... Find your own greatness
  72. 2. Be tough on yourself Be real Spend longer on it Really question yourself Be hungrier than everyone else Sweat the details Learn to write well and talk well Become a tad obsessive
  73. 3. Seek out opportunities Not just the obvious ones! Look for new angles Look for tired brands Look for ‘problems’ Find business growth strategies Surround yourself with the best team
  74. A new motto? We hate “good”. “ Good” is the enemy of “great”.
  75. And, for you planners... You have the first opportunity within the agency to ensure “great” output. Don’t squander it.
  77. The End (genuinely)