The document calls for advertising agencies to take a more radical approach in three key areas: 1) Focus on outcomes rather than outputs and think beyond traditional advertising to solve clients' business problems, 2) Stop thinking about their work in a vacuum and better understand cultural trends, and 3) Break away from narcissism and putting themselves at the center to instead focus on understanding people's real interests. It advocates for smaller, more experimental ideas and a culture of continual learning and improvement.
5. radical (adj.)
thoroughgoing or extreme, especially as
regards change from accepted or traditional
forms: a radical change in the policy of a
company.
favoring drastic political, economic, or
social reforms: radical ideas; radical and
anarchistic ideologues.
Source: Merriam-Webster
6. radical (adj.)
of or going to the root or origin;
fundamental: a radical difference
Source: Merriam-Webster
8. What we’re doing isn’t working
“In most cateogries, a brand’s market share is
stationary”
Brands in 4 out of 5 categories seen as increasingly
homogenous
Less than 1 in 10 ads seen as different
3 x $ spent on price cutting compared to brand
building in CPG
Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey
9.
10. We’re less valued by clients
1 out of 4 clients don’t believe what we do boosts
corporate profitability
3 out of 5 clients think we don’t offer good value for
money
2 out of 5 think we don’t work well in a team
1 in 10 think we are doing a good job in evolving
our services for the digital age
Source: IPA/ISBA; CMO Council 2010
11. We’re finding it hard to find and
retain the best talent
Not just low starting salaries but ‘low degree of
difficulty’
Spend less on training and development per person
than Starbucks spend on their baristas
Less than 1 in 2 employees believe their agency is
committed to continuous development
Source: AAAA
17. “The task of any imaginative agency, any creative
company, is to understand and serve its client’s
business problem. Too often, our business has
sliced and diced its tasks in the style of a sub-
prime mortgage bundler. A corporate task set by
the chief executive, reframed as a comms task by
the marketing director, refined by the brand
consultancy and reduced by the ad agency to the
stuff advertising can do: grow awareness, nurture
engagement. Too many links, too indirect and
weak a connection between commercial
possibilities and creative resolution.”
- Laurence Green, Founding Partner of 101
62. "Square is elegant. The user's flow
through payment or application has been
reduced to the fewest possible steps; the
app has minimal features. He espouses a
tremendously attractive belief that good
industrial design wins customers' trust by
disappearing."
63. What if we thought smaller
about the things we make?
64.
65. What if we stitched smaller
ideas togther to create a
long idea?
66.
67.
68. Google
Books
Blogspot
Youtube
Google
Google Google Scholar
411 Search
Google
Docs
Organize the
world’s information
Google and make it
Shopping universally
accessible and Google
useful. labs Chrome
Browser
Google
Maps Google.org
Google
sketch Fossil fuel
Challenge
Source: John Grant, ‘The Brand Innovation Manifesto’
69. “Like any company we require a
profit to stay in business. But it is not
the reason we are in business. The
thing that has not changed from day
one is the desire to make people
think about the world we live in.
This is, and always will be, why
we are in business.”
Dave Hieatt