Presentation by Steve Henry

2. Steve Henry
Founder, HHCL and Decoded

3. Good evening.

4. Starting up a new agency

5. What is the problem we’re trying to
solve ?

6. What letter of the alphabet do you
want me to start with ?

7. Advertising doesn’t work

8. Raymond Chandler
“Chess is the biggest waste of talent you can find outside an
ad agency”

9. Every day, thousands of great ideas are killed

10. 1.
Networks and agencies are run by people who know the cost
of the photo-copying paper, but not where to get an idea from.

11. 2.
Research

12. 3.
Approval processes.
E.g. Ten people sitting in a room all trying to find what’s
“wrong” with the idea.

13. Allied problems
 When the recession hit in 2008, the agencies got rid of the
mavericks, because they’re not “a safe pair of hands”. But
mavericks are the very people they need.

14. Allied problems
The first 4 years of a creative’s career.

15. Moral issues

16.  Great Creativity.

17.  It’s the place where the world of business really overlaps with
the world of creativity.

18.  Ok 6 examples
 Love Jozi
 Pink tuna
 BMW motorbikes
 League against cancer in Peru
 Dove campaign for real beauty
 Hyundai insurance scheme

19. What do we mean by creativity ?

20. What do we mean by creativity ?
 Taking risks

21. Why is that important in
advertising ?

22. 5000 messages a day
 How many do people remember ?

23.  Maybe one a year

24. Marketing directors last on
average 2 years

25. Accounts move after 3 years

26. What is the ROI on advertising in
this country ?

27. 56p in the £

28. What is the one mistake everybody
makes ?

29. They think “safe” is safe

30. How do we get to great ?

31. How does anybody get to
great ?

32.  Taking risks

33. FRANK LOWE
 The good is the enemy of the great

34. All great work has one thing in
common

35.  It can be killed very easily

36. A game

39.  Break the rules to stand out
 Do it in a way which connects emotionally

40. You don’t get interesting without a
risk

41. How do you manage risk ?

42. John Berger
 Stick a needle in your tongue

43. We are all collectors of weird shit

44.  What should your agency have ?

45.  Some principles

46. Bill Bernbach
 A principle isn’t a principle until it costs you money

47. Groucho Marx
 These are my principles. If you don’t like them, I have others.

48. An agency with principles
 Creativity/innovation
 Collaboration
 Commercial focus

49.  HHCL

50.  HHCL, but with digital skills

51.  www.Decoded.co

52. Creativity

53.  The answer is out there