2. 8 KEY LEARNINGS
• Ideas
• Brands and Audiences
• Agencies
• The Creative Director
• Clients & Briefs
• Pitches
• Storytelling
• Truth and Technology

6. CAREER PATH
• Benson & Bowles
– Creativity as the necessary evil
• Cramer & Saatchi
– Creative Consultants
• Saatchi & Saatchi
– Start-up: 1970’s
• TWBA
– Start-up - European Agency: 1973
• BBH: 1982 – Nigel Bogle and John Bartle
– The agency in a suitcase
– No creative pitches

9. http://www.youtube.com/watch?v=wT4DR_ae_4o
http://www.youtube.com/watch?v=N1ULFr0_Xpo&feature=related

10. http://www.youtube.com/watch?v=EfeVEAZkJqM

11. 1. IDEAS

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

17. 2. BRANDS & AUDIENCES
A brand is the most
valuable piece of
property in the world
– a corner of
someone’s mind

19. What are the key attributes
of a great brand?
• Trust
• Audiences, not consumers
• Never stop thinking like your audience
• Fame
• Fashiontainment

20. 3. AGENCIES

21. What makes a great agency?
• Relentless creative
culture
• A point of view
• The agency of the
future

22. 4. THE CREATIVE DIRECTOR

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

24. 5. CLIENTS & BRIEFS

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

26. 6. PITCHES

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

28. 7. STORYTELLING

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• Is storytelling outdated?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

30. 8. TECHNOLOGY & TRUTH

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’