Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
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7. THE BASIS OF JUDGING ADVERTISING
UNDERSTANDING HOW BRAND GROWS
UNDERSTANDING HOW ADVERTISING WORKS
UNDERSTANDING THE CONTEXT: MARKET, BRAND, PEOPLE, ETC.
16. Does it base on the assumption that when people can read
the name, it builds the brand, and then impacts sales?
There isn’t a distinctive association & motivation built for
drinking warrior.
17. Is the problem that people want to order warrior,
But don’t know how to read the name?
If so, then it intends to talk to high-frequency purchasing
users, which are not the main source of brand growth.
21. “[Advertising] needs to stimulate the maximum
intensity of response.
This means that the creative treatment should not
only use the “best” craft skills of writing, art
direction, film production, etc., but also be
based on a genuine advertising idea.”
Stephen King, “Advertising Idea”
43. SUMMARY
UNDERSTANDING THE BASIS JUDGING ADVERTISING
STIMULATE AN
INTENSE RESPONSE
EPITOMIZE THE
BRAND
+
“THE LONG AND SHORT OF IT”,
LES BINET & PETER FIELD
“HOW BRANDS GROW”,
BYRON SHARP
48. What I will share with you today
Judging creativity and why it is the
hardest part of being a planner
How to piss creatives off
Judging creativity principles
Some useful approaches for junior
planners
72. Be subjective (question yourself)
Let your imagination fly with the script,
the visual, the concept
73. Question the ideas
1. “What inspires me about this idea is...”
2. “What works for me about this idea is...”
3. “What’s missing from this idea for me is...”
4. “What could make this idea bigger for me is...”
78. JUDGING IDEAS IS BOTH AN INNATE TALENT AND A
SKILL. IT’S BOTH RATIONAL AND EMOTIONAL.
IT’S WHERE PERSONAL TASTES AND PREFERENCES
CAN COLLIDE WITH PROCESS AND CONSENSUS.
86. CLIENT CÓ THAI VÀ CHO CON BÚ
CREATIVE CÓ ĐÉT-LAI Ở NHÀ
PLANNER SMART GUYS NÓI TIẾNG A.I
Ờ COW ĐÚNG CŨNG THÀNH SAI
VÀ NHỮNG TẤM CHIẾU CHƯA TỪNG TRẢI
…
(CÒN SÓT AI KHÔNG TA?)
89. Full name: Ngô Tiến Thành
Education: Miami Ad School
Date of birth:
07 April 1994
Past Agencies:
TBWAChiatDay New York
Ogilvy & Mather New York
Dinosaur Vietnam
Featured Campaigns:
WildAid – Không Tạo Thống Khổ, Ấy Là Cứu Độ
Change Vietnam – Gia Vô Vị
Grab Superapp – Cần Gì Grab Nấy
Baemin – Quán Ngon Quận Mình
Vsmart – Sáng Tạo Thay Đổi Cuộc Chơi
Bitis Hunter – Rising Hanoi
Bitis Hunter – Đi Để Trở Về 5
Awards & Recognition:
1x One Show Young One
1x Adobe Design
2x Bronze Adstar
2x Shortlist Adstar
1x Gold Smarties Vietnam
1x Silver Smarties Vietnam
1x Bronze Smarties APAC
Top 4 Hottest Creatives In Vietnam by
Campaign Brief Asia
Works Featured On:
Oneshow.org
Activationideas.com
Luerzersarchive.com
Adstars.org
Bestadsontv.com
Campaignbriefasia.com
Adsoftheworld.com
Current Position:
Copy Lead, Dentsu Redder
PROFILE |