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1、Great vs. Good,(A tale where good is the bad guy),For the Miami Ad School in Europe, July 2010 Simon Law Executive Planning Director True Worldwide,Open, Honest, Bias,I have worked at: KHBB, Saatchi & Saatchi Goodby Silverstein & Partners Kirshenbaum Bond & Partners WCRS, TBWA, SapientNitro And frie
2、nds of mine work or worked at: Wieden+Kennedy, Fallon, Mother AKQA, CP+B, Apple,Disclaimer This is neither an exhaustive, nor official list of “greatness”,Four acts:,i. What “great” looks like ii. The elusiveness of “great” iii. The enemies of “great” iv. Three tips to help you find “great”,Act i: W
3、hat “great” looks like (sit back and enjoy),“Great” inhabits a different world (in any and every medium),“Great” doesnt always need a big budget (it just needs a big idea),“Great” isnt merely an advertising ideal. It applies to everything you think and do.,“Great” looks different every year and will
4、 continue to do so,“Great” = disproportionate success (beyond media spend and efficiency),Pound for pound, creativity makes ad campaigns more efficient. Creatively-awarded campaigns are at least 11 times more efficient.,Source: IPA Report - The link between creativity and effectiveness, June 2010,“G
5、reat” is fragile and fickle (its easy to lose),“Great” helps you organise your brand (Once you find “great”, its easier to spread),But “great” also stands the test of time (and doesnt fade as quickly as others),You should try to only accept “great”. Itll hurt occasionally, but its worth it.,Because
6、getting to “Great” is difficult (really, truly, damnably difficult),Act ii. The elusiveness of “great”,Product: Ice Cream Benefit: Indulgence Truth: Natural ingredients,Not particularly good: Ingredients message (Strawberrys),Not particularly good: Ingredients message (Natural taste of freshness),St
7、ill not particularly good: Classic product message (Thick and creamy),Better (well, not really): Emotional message (Food of love),Good: Message made into belief (Less is more = Natural),Great: Belief turned into cause (Save the honey bees),Great: Belief turned into cause,Great: A cause with a sense
8、of humour,Great: A cause with a simple, clear message,Act iii: The enemies of “great”,10. Time,9. Process and formula (inflexibility),“Principles endure, formulas dont. You must get attention to your ad. This is a principle that will always be true. HOW you get attention is a subtle ever-changing th
9、ing. What is attractive one day may be dull the next.” Bill Bernbach,8. Poor briefing,7. Complexity,6. Cowardice (Managing upwards),5. Underestimating the opportunity,4. Lack of attention to detail,3. Failing to understand the business,2. Blaming someone else,1. Getting to “Good”,“Good” vs. “Great”
10、Everything else is a symptom,The end is nigh (Honestly - were nearly there),Act iv: Three tips to help you find “great”,1. Learn the craft of “great” 2. Be tough on yourself 3. Seek out opportunities,1. Learn the craft of “great” Watch reels Read case studies Follow awards Talk to people Read books
11、BUT. Find your own greatness,2. Be tough on yourself Be real Spend longer on it Really question yourself Be hungrier than everyone else Sweat the details Learn to write well and talk well Become a tad obsessive,3. Seek out opportunities Not just the obvious ones! Look for new angles Look for tired brands Look for problems Find business growth strategies Surround yourself with the best team,A new motto? We hate “good”. “Good” is the enemy of “great”.,And, for you planners. You have the first opportunity within the agency to ensure “great” output. Dont squander it.,The End (genuinely),