12. What makes a great idea?
Process <----------------------- --------------------> Creativity
Ordinary Magic
Predictable Dysfunctional
13. Irreverence
Definition:
• Showing a lack of respect for people or things
that are generally taken seriously
• Inspires fresh thinking
• Stimulating way to capture peoples
imagination and attention
• Humour and irreverence work
14.
15.
16.
17. 2. BRANDS & AUDIENCES
A brand is the most
valuable piece of
property in the world
– a corner of
someone’s mind
18.
19. What are the key attributes
of a great brand?
• Trust
• Audiences, not consumers
• Never stop thinking like your audience
• Fame
• Fashiontainment
23. What does it take to be a great
Creative Director?
• Management versus mayhem
• The soul of the agency
• Recognise and nurture ideas ‘through the
corridors of comprise’
• Only as good as the work you inspire
• Earn the respect of your team
• Be generous with your ideas
• Stay Objective
• Fearlessness
25. What makes an intelligent brief?
• Control / process vs. liberation / unexpected
• Crafting a brief is a fine line between both
• Good briefs should be the starting point to ignite
creativity, not restrict it
• Face to face
• Focus on client problems
• Ask why - challenge it, interrogate it, question it
27. How to improve your changes of
winning a pitch?
• Lifeblood of the advertising industry
• Lotto
• Are you right for them and are they right for
you?
• Have a point of view
• Change the rules
• Define the brands future
• Reputation
29. The most powerful form of
communication
• Simplest, most memorable device we have for
engaging, learning, entertaining and persuading.
• Is storytelling outdated?
• Can change behavior but not human nature
• ‘come in late, leave early’
• The power of reduction
31. Creative Destruction
• Opportunity to occupy a greater space in the
audience’s mind
• Note of caution – truth & transparency
• Leveled the playing field
• We’re still in the business of persuasion
• Get over it!
• From ‘learn and do’ to ‘do and learn’
