1. A Convenient Lie [Why the future for brands is about creating fate, not just creating ads]
2. [Because of time constraints, there will be sweeping generalisations]
3. Disclaimer :// 1// I love ads. 2// I work in adland. 3// Iâve always worked in adland. 4// I want to stay working in adland. 5// I think adland has - and can - do amazing things.
4. Next Steps / Questions ⊠Iâm Not Asian. If you hadnât noticed ...
5. Our job is to attract customers to our brand [rather than a competitors] and fulfill on-going business needs and goals.
10. Many agencies create ad ideas, not ideas ... [Talk about âbig ideasâ but often theyâre nothing more than small ideas with a fancy name or done mainly for the agencies benefit. Emphasis on âawareness and likeabilityâ or input that has little impact on output]
11. Many clients want ads, not ideas ... [Companies are petrified of slipping up â both internally & externally. Itâs more about following the system than leaving your mark and being able to justify everything to their senior, especially fees! For the lazy marketer, ads are becoming the tool of choice]
12. Many research firms canât talk facts, let alone ideas ... [Donât interpret underlying issues including the influence of the Asian value system, just repeat back what was said]
13. Shit or get off the potty. [They believe theyâre at the commercial end of creativity whereas we are at the creative end of commerciality]
16. Ideas are the only legal means to change the World regardless of money, distribution or heritage. [Harry Potter / LG Mecca Phone / Bank Of America âChangeâ Program / French Insurance Company]
17. Technology has changed almost every aspect of the way we live. [Social, cultural, economic and geographical impact]
18. Brand experience beats brand position. [Or said another way, brands that prove they mean what they say beat brands who just say it. Companies who never stop fighting for customer loyalty, win]
19. Products, not brands. [The greatest brand growth in the last 10 years has come from products, not brand communication, however brand importance [ to people and business ] is coming back]
20. How to create fate ⊠[without mentioning any traditional ads] [But just for the record, hereâs some of Sunshineâs rules for infectious and motivating communication]
22. Welcome to one of the greatest examples of creativity in the galaxy ... Singapore
23. 2:// Look at culture and life, not just category habits. [If all you do is play within the realms of your category, youâll only be as good as your category]
26. The Worldâs most creative company is a supermarket ... [Trim Trolley / DVD Trolley / Environment / Computers For Schools / Peeled Oranges] [ Henry T Ford was a liar ⊠people DO know what they want. Sort of ]
31. 6:// Responsibility. [You canât expect to be paid big money for little involvement and you canât expect clients to wait indefinitely for the answer to their needs]
32. Apple are better than TBWA ... There is some merit in a dictatorship. [Sometimes itâs the little things that count the most]
34. The airline that got people to love its brand by encouraging them not to use it. [This isnât about âbrand experienceâ, this is âbrand beliefâ]
35. Commercial creativity needs to make things happen. We need to think more like the manufacturing industry than the advertising industry. [Agencies were more inventive in the 50âs than many are today]
36. Create Fate, Donât Just Create Ads ... Ideas are the only legal means to counter distribution, heritage and money. [Itâs about finding âunexpectedâ relevance between life, culture and brand] Commercial creativity starts with input, though it must be judged on output. Developing an idea and expressing an idea are not always the same. [An ad is not always the solution - an ad is what âcommunicatesâ the solution to the masses in a manner that is fresh, bold, enthusiastic and interesting] Media neutral is nothing compared to idea neutral. Contrary to popular opinion, clients try more new stuff than agencies. [Though often for their purposes rather than societies] If you want to do things differently, you have to accept different ways to evaluate/pay for them. If it doesnât make business sense [time/money/result] itâs self indulgence rather than creative business. The companies who understand people and can turn their insights into ideas will be the companies who win.
37. All pictures from Getty Images except âSuper Martinâ which comes from www.makemesuper.com. All done in good humour so donât set the lawyers on me. Again. Ta.