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I (USED TO) GET PAID
TO COME UP WITH IDEAS
AT AN AD AGENCY.
A	
  Day	
  In	
  The	
  Life	
  O’	
  Me	
  
COLLABORATION
Brainstorming
Focus groups
Perfect partners
clients
I	
  do	
  get	
  some	
  alone	
  8me.	
  	
  
With	
  headphones	
  on.	
  	
  
And	
  people	
  interrup8ng	
  me	
  ev...
33 MINUTES
per day.
Hooray, production time!
My career:
Dumb luck?
THIS IS WRITING:
I write to this:
Advertising has changed.
Funny
Cool
Smart
Simple
Useful
Budweiser Wassup
Funny
Cool
Smart
Simple
Useful
Tesco Homeplus Subway Virtual Store
Advertising hasn’t changed.
“Clients don’t pay us
to write, design, manage, or produce.
They pay us for
our brains.”
WHAT I’VE LEARNED:
IF YOU HAVE A GREAT BOOK
YOU WILL GET A JOB.
!
IF YOU HAVE A GREAT BOOK
YOU WILL GET A JOB.
!
BUILDING A GREAT BOOK IS HARD.
EVERY CREATIVE IS DIFFERENT.
THE ABSOLUTE BEST
NEVER STOP getTING better.
MOST ADS YOU SEE
ARE NOT GOOD.
MOST BAD ADS ARE DONE
BY GOOD CREATIVES.
(most) BRANDS DON’T
CREATE THEMSELVES.
ART
CRAP
CRAP TO ART RATIO STARTS AT 1000:1
“That is soooo
on strategy!!!”
JUDGING WORK
& THE BIG IDEA
FIRST, YOU TELL ME.
IS IT INTERESTING?
IS IT RELEVANT?
IS IT UNIQUE?
IS IT EXTENDABLE?
But is that
enough?
ADS MIXED WITH EXPERIENCES
MIXED WITH SOCIAL MIXED WITH???
IS IT INTERESTING?
IS IT RELEVANT?
IS IT UNIQUE?
Is it extendable?
IS IT USEFUL?
DOES IT SOLVE A REAL-world PROBLEM?
Evaluating advertising vs. social ideas
ADS: “WOULD THIS IDEA RESONATE WITH ME?”
ADS: “WOULD THIS IDEA RESONATE WITH ME?”
SOCIAL: “WOULD I DO IT?”
0.5%proportion of fans
talking about a brand
on Facebook.
#1 reason
People say they interact
with companies on social sites:
“Mobile devices and
social networks are tools.
they can no more have a strategy applied to them than a
carpenter can have ...
The Wall Street Journal reported
Pepsi & Diet Pepsi each lost
about 5% of their
market share.
Pepsi dropped from #2 to #3 ...
WHAT I EXPECT:
1) NOTHING
WHAT I EXPECT:
1)  EFFORT
2)  PARTICIPATION
3)  LISTEN & DO
WHAT I HOPE for:
Keep the ideas big
and the sketches loose.
INSERT	
  IDEA	
  HERE	
  
INSERT	
  IDEA	
  HERE	
   INSERT	
  IDEA	
  HERE	
   INSERT	
  IDEA	
  HERE	
  
Assignment #1
PARTNER UP (:20):
1)  FIND ONE GREAT AD IN AN AD PUB
2)  FIND ONE BAD AD IN A REGULAR PUB
3)  JUDGE & SHARE WITH THE CLASS
IS IT INTERESTING?
IS IT RELEVANT?
IS IT UNIQUE?
Is it extendable?
IS IT USEFUL?
DOES IT SOLVE A REAL-world PROBLEM?
Assignment #2
First, we need two small business categories.
	
  	
  
First, we need two small business categories.
	
  	
  
1) Set up a FAKE Twitter account.
2) Fill in the bio & add a photo....
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
Intro to Ad Concepts SVC week 1
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Intro to Ad Concepts SVC week 1

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Intro to Ad Concepts SVC week 1

  1. 1. I (USED TO) GET PAID TO COME UP WITH IDEAS AT AN AD AGENCY.
  2. 2. A  Day  In  The  Life  O’  Me  
  3. 3. COLLABORATION
  4. 4. Brainstorming
  5. 5. Focus groups
  6. 6. Perfect partners
  7. 7. clients
  8. 8. I  do  get  some  alone  8me.     With  headphones  on.     And  people  interrup8ng  me  every  2  seconds.   Work/life balance
  9. 9. 33 MINUTES per day.
  10. 10. Hooray, production time!
  11. 11. My career: Dumb luck?
  12. 12. THIS IS WRITING:
  13. 13. I write to this:
  14. 14. Advertising has changed.
  15. 15. Funny Cool Smart Simple Useful Budweiser Wassup
  16. 16. Funny Cool Smart Simple Useful Tesco Homeplus Subway Virtual Store
  17. 17. Advertising hasn’t changed.
  18. 18. “Clients don’t pay us to write, design, manage, or produce. They pay us for our brains.”
  19. 19. WHAT I’VE LEARNED:
  20. 20. IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. !
  21. 21. IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. ! BUILDING A GREAT BOOK IS HARD.
  22. 22. EVERY CREATIVE IS DIFFERENT. THE ABSOLUTE BEST NEVER STOP getTING better.
  23. 23. MOST ADS YOU SEE ARE NOT GOOD. MOST BAD ADS ARE DONE BY GOOD CREATIVES.
  24. 24. (most) BRANDS DON’T CREATE THEMSELVES.
  25. 25. ART
  26. 26. CRAP
  27. 27. CRAP TO ART RATIO STARTS AT 1000:1
  28. 28. “That is soooo on strategy!!!”
  29. 29. JUDGING WORK & THE BIG IDEA
  30. 30. FIRST, YOU TELL ME.
  31. 31. IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? IS IT EXTENDABLE?
  32. 32. But is that enough?
  33. 33. ADS MIXED WITH EXPERIENCES MIXED WITH SOCIAL MIXED WITH???
  34. 34. IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
  35. 35. Evaluating advertising vs. social ideas
  36. 36. ADS: “WOULD THIS IDEA RESONATE WITH ME?”
  37. 37. ADS: “WOULD THIS IDEA RESONATE WITH ME?” SOCIAL: “WOULD I DO IT?”
  38. 38. 0.5%proportion of fans talking about a brand on Facebook.
  39. 39. #1 reason People say they interact with companies on social sites:
  40. 40. “Mobile devices and social networks are tools. they can no more have a strategy applied to them than a carpenter can have a saw and hammer strategy.”
  41. 41. The Wall Street Journal reported Pepsi & Diet Pepsi each lost about 5% of their market share. Pepsi dropped from #2 to #3 for the 1st time ever.
  42. 42. WHAT I EXPECT:
  43. 43. 1) NOTHING WHAT I EXPECT:
  44. 44. 1)  EFFORT 2)  PARTICIPATION 3)  LISTEN & DO WHAT I HOPE for:
  45. 45. Keep the ideas big and the sketches loose.
  46. 46. INSERT  IDEA  HERE  
  47. 47. INSERT  IDEA  HERE   INSERT  IDEA  HERE   INSERT  IDEA  HERE  
  48. 48. Assignment #1
  49. 49. PARTNER UP (:20): 1)  FIND ONE GREAT AD IN AN AD PUB 2)  FIND ONE BAD AD IN A REGULAR PUB 3)  JUDGE & SHARE WITH THE CLASS
  50. 50. IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
  51. 51. Assignment #2
  52. 52. First, we need two small business categories.    
  53. 53. First, we need two small business categories.     1) Set up a FAKE Twitter account. 2) Fill in the bio & add a photo. 3) Post your first 3 tweets. 4) Go follow @brainpunch This should take you 1 ½ to 2 hours.

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