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woodrow         wilson   If I am to speak ten minutes,I need a week for preparation; if fifteen minutes, three days;      ...
Made you lookThe confessions of a not so mad man.
I am not
APositioning  pundit
A masterof Persuasion
Lallu       A        thought         leader
fart        A       marketing       puff daddy
I am a big idea hunter.
Advertising is about howto communicate with ideas.
Great advertisingis about big ideas.
Great big ideas
How my ideas are born
THE BRIEFING IS ASIMPORTANT AS THE BRIEF.  SOME OF MY BEST IDEAS HAVE BEGUN AT BRIEFING SESSIONS, OFTEN ENOUGH,WITH THE CL...
I IGNORE THE BRIEF.I FORGET ABOUT THE ASSIGNMENT, SHUFFLE    IT TO THE BACK OF MY MIND, TO THE SUBCONSCIOUS, THE PART THAT...
THEN WHEN IT’S RIPE    (YOU CAN SMELL IT),     I START WORKING.I READ UP ON THE PRODUCT, THE CATEGORY,            THE COMP...
ABOUT THREE DAYS LATER, MY CREATIVEPARTNER AND I MEET.WE DRINK, WE EAT, WE COMPARE NOTES.WE HATE EACH OTHER’S IDEAS.EVERYT...
I RETURN HOME. I AM SLEEPLESS.MY ART DIRECTOR AND I EMAIL EACHOTHER IDEAS IN THE DEAD OF NIGHT.IN THE MORNING WE MEET FOR ...
WE CRACK IT.IT’S BRILLIANT.NO ONE HAS EVER DONE ANYTHING LIKEIT. NOT IN THE CATEGORY.NOT IN THE COUNTRY. NOT IN THE WORLD....
I WRITE REAMS.MY ART DIRECTOR SCRIBBLES PAGES OFROUGH LAYOUTS. WE SNAP AT OUR STAFF.WE FORGET TO EAT LUNCH.WE FORGET TO EA...
OUR “SUIT” HAS STAYED WITH US.JUST SO HE CAN CHECK EVERYTHING.HE PERFORMS USEFUL FUNCTIONSLIKE ORDERING PIZZA.AND ASKING I...
EARLY IN THE MORNING (9 AM FORME), WE PRESENT. IT’S A HIT. THECLIENT LOVES IT.CUT TO A MONTH LATER AT THELAUNCH PARTY. BIL...
TO SUM UP:BRIEF: LIVE WITH IT, LOVE IT, IGNORE IT, FIGHTWITH IT, TAKE IT TO BEDIDEATE: HANG LOOSE, DON’T TIGHTEN UP, LETTH...
One example
The Dalai Lama
There is one reason why people will attend           a talk by the Dalai Lama.    Only one reason. Because of the speaker....
HIS WORDS WILL           LIVE ON            IN THE MOST           SURPRISING           PLACE:             YOU.HIS WORDS WI...
HIS WORDS WILL           LIVE ON            IN THE MOST           SURPRISING           PLACE:             YOU.HIS WORDS WI...
Another example
Third time’s a charm
math major                                                                                     physics                    ...
www.barrettandwelsh.com
Presentation to St Xaviers BMM 2012
Presentation to St Xaviers BMM 2012
Presentation to St Xaviers BMM 2012
Presentation to St Xaviers BMM 2012
Presentation to St Xaviers BMM 2012
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Presentation to St Xaviers BMM 2012

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On August 7th, 2012, I gave a guest lecture at my alma mater, St Xavier's College in Mumbai, to the Bachelors of Mass Media students. The college is the foremost liberal arts college in India and a member of the Harvard College in Asia programme. The theme of my lecture was Advertising: Communication Through the Big Idea

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Presentation to St Xaviers BMM 2012

  1. 1. woodrow wilson If I am to speak ten minutes,I need a week for preparation; if fifteen minutes, three days; if half an hour, two days; if an hour, I am ready now.
  2. 2. Made you lookThe confessions of a not so mad man.
  3. 3. I am not
  4. 4. APositioning pundit
  5. 5. A masterof Persuasion
  6. 6. Lallu A thought leader
  7. 7. fart A marketing puff daddy
  8. 8. I am a big idea hunter.
  9. 9. Advertising is about howto communicate with ideas.
  10. 10. Great advertisingis about big ideas.
  11. 11. Great big ideas
  12. 12. How my ideas are born
  13. 13. THE BRIEFING IS ASIMPORTANT AS THE BRIEF. SOME OF MY BEST IDEAS HAVE BEGUN AT BRIEFING SESSIONS, OFTEN ENOUGH,WITH THE CLIENT DELIVERING THE BRIEF.
  14. 14. I IGNORE THE BRIEF.I FORGET ABOUT THE ASSIGNMENT, SHUFFLE IT TO THE BACK OF MY MIND, TO THE SUBCONSCIOUS, THE PART THAT FRIGHTENS MY THERAPIST EVERY TIME SHE SEES IT.
  15. 15. THEN WHEN IT’S RIPE (YOU CAN SMELL IT), I START WORKING.I READ UP ON THE PRODUCT, THE CATEGORY, THE COMPETITION. I START WRITING. DOODLING. SCRIBBLING.
  16. 16. ABOUT THREE DAYS LATER, MY CREATIVEPARTNER AND I MEET.WE DRINK, WE EAT, WE COMPARE NOTES.WE HATE EACH OTHER’S IDEAS.EVERYTHING IS DISCARDED.NOTHING WORKS.THE BRIEF IS BANKRUPT OF INSIGHT.THE PRODUCT IS BEREFT OF ANY MERIT.THE BARGIRLS ARE LEERING AT US BECAUSETHEY CAN SMELL OUR FEAR.WE ARE IN A STATE OF PANIC.OUR PRESENTATION IS TWO DAYS AWAY.
  17. 17. I RETURN HOME. I AM SLEEPLESS.MY ART DIRECTOR AND I EMAIL EACHOTHER IDEAS IN THE DEAD OF NIGHT.IN THE MORNING WE MEET FOR ACOFFEE TO DISCUSS THE NEW STUFFWE’VE GOT.WE BRAINSTORM.A HOMELESS MAN INTERRUPTS US ANDBREAKS OUR CHAIN OF THOUGHT.WE LOSE THE BEST IDEA WE’D HAD TILLTHEN. WE START AGAIN.
  18. 18. WE CRACK IT.IT’S BRILLIANT.NO ONE HAS EVER DONE ANYTHING LIKEIT. NOT IN THE CATEGORY.NOT IN THE COUNTRY. NOT IN THE WORLD.(WE CHECK).WE ARE SO RELIEVED WE MOVE FROM THECOFFEE SHOP TO THE PUB TO CELEBRATE.WHEN WE STUMBLE OUT, WE REALIZE WEONLY HAVE 18 HOURS LEFT BEFORE WEPRESENT.
  19. 19. I WRITE REAMS.MY ART DIRECTOR SCRIBBLES PAGES OFROUGH LAYOUTS. WE SNAP AT OUR STAFF.WE FORGET TO EAT LUNCH.WE FORGET TO EAT DINNER.AT 2 AM WE SURVEY THE WRECKAGE.WE HAVE TWO RADIO SPOTS. A TV SPOT.THREE MAGAZINE ADS. FOUR TRANSITSHELTER POSTERS. A MAILER. AN FSI.A GUERRILLA MARKETING STUNT.
  20. 20. OUR “SUIT” HAS STAYED WITH US.JUST SO HE CAN CHECK EVERYTHING.HE PERFORMS USEFUL FUNCTIONSLIKE ORDERING PIZZA.AND ASKING IF WE’RE DONE, EVERYFIVE MINUTES AND PROOFREADING.IF ANYTHING GOES WRONG NOW IT’SHIS FAULT.
  21. 21. EARLY IN THE MORNING (9 AM FORME), WE PRESENT. IT’S A HIT. THECLIENT LOVES IT.CUT TO A MONTH LATER AT THELAUNCH PARTY. BILL GATES/INSERT-BIG-NAME-HERE HIMSELF THANKS US.BUT WE DON’T NOTICE. WE’RE IN APANIC. WE HAVE A PRESENTATION AT9AM THE NEXT DAY AND WE DON’THAVE AN IDEA. YET.
  22. 22. TO SUM UP:BRIEF: LIVE WITH IT, LOVE IT, IGNORE IT, FIGHTWITH IT, TAKE IT TO BEDIDEATE: HANG LOOSE, DON’T TIGHTEN UP, LETTHE IDEAS COME.CRITIQUE AND COMPARE.KILL ALL YOUR UGLY CHILDREN.EXPAND THE IDEAPRESENT IT IF IT SURVIVES ALL THE TORTURE
  23. 23. One example
  24. 24. The Dalai Lama
  25. 25. There is one reason why people will attend a talk by the Dalai Lama.  Only one reason. Because of the speaker. We want to hear him speak live, in the flesh, because his greatbut simple message has the power to change us. And while the Dalai Lama may not always be with us, his words have great power. They have the power to live on, in us.
  26. 26. HIS WORDS WILL LIVE ON IN THE MOST SURPRISING PLACE: YOU.HIS WORDS WILL SPEAK TO YOU. HIS WORDS WILL STAY WITH YOU.HIS HOLINESS THE 14TH DALAI LAMA. LIVE.APRIL 28, 2012. OTTAWA CIVIC CENTRE. FOR DETAILS OR TICKETSVISIT TIBET.CA/2012 OR SCAN THE QR CODE WITH A SMARTPHONE.
  27. 27. HIS WORDS WILL LIVE ON IN THE MOST SURPRISING PLACE: YOU.HIS WORDS WILL SPEAK TO YOU. HIS WORDS WILL STAY WITH YOU.HIS HOLINESS THE 14TH DALAI LAMA. LIVE.APRIL 28, 2012. OTTAWA CIVIC CENTRE. FOR DETAILS OR TICKETSVISIT TIBET.CA/2012 OR SCAN THE QR CODE WITH A SMARTPHONE.
  28. 28. Another example
  29. 29. Third time’s a charm
  30. 30. math major physics major chemistry connect viva sets you free. free to connect with the world you live in. free to learn something new on the way to school. join the student freedom movement. ride viva now. York, connected. vivayork.com | yrt.caClear Channel 47.25”x 68.25” trim 46”x67.25” live
  31. 31. www.barrettandwelsh.com
  • KeithFrancisSilveira

    Dec. 10, 2012

On August 7th, 2012, I gave a guest lecture at my alma mater, St Xavier's College in Mumbai, to the Bachelors of Mass Media students. The college is the foremost liberal arts college in India and a member of the Harvard College in Asia programme. The theme of my lecture was Advertising: Communication Through the Big Idea

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