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things i learned so far	

after 5 years in advertising
what do i think i know 
[non-exhaustive]	

• 

short term campaigns are moving to long term initiatives	


• 

successful communication is a process 	


• 

simplicity should be standard	


• 

people disguise bad thinking with long words	


• 

businesses should have a noble purpose that motivates, galvanises [ makes money]	


• 

lots of small things are better than one big one	


• 

creative collaboration is key	


• 

data, data everywhere but not a drop to drink	


• 

entertainment meets utility + commerce	


• 

brands are increasingly behaving like media	


• 

good ads solve advertising problems, good agencies solve business problems	


• 

gaming is mega	


• 

brand humanisation
short term campaigns are moving 
to long term initiatives	


•  WE NEED TO THINK BEYOND
EXECUTION  SOLVE THE PROBLEM
INSTEAD	

•  LETS GET CREATIVE UPSTREAM
BEFORE GETTING CREATIVE
DOWNSTREAM
successful communication is a process	


•  WE SHOULD KNOW WHY PEOPLE WILL
BELIEVE BEFORE COMMUNICATING
IMPACT-FULLY 	


• 

THE TRUTH ISN T TRUTH UNTIL PEOPLE BELIEVE YOU, AND THEY CAN T
BELIEVE YOU IF THEY DON T KNOW WHAT YOU RE SAYING, AND THEY
CAN T KNOW WHAT YOU RE SAYING IF THEY DON T LISTEN TO YOU, AND
THEY WON T LISTEN TO YOU IF YOU RE NOT INTERESTING, AND YOU
WON T BE INTERESTING UNLESS YOU SAY THINGS IMAGINATIVELY,
ORIGINALLY, FRESHLY 
William Bernbach
simplicity should be standard	


•  EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE. BUT NOT SIMPLER 
Einstein.
people disguise bad thinking with long words	


•  LETS TALK IN PEOPLE LANGUAGE NOT IN CORPORATE / BUZZWORD
SPEAK
businesses should have a noble purpose 
that motivates, galvanises [ makes money]	

•  THE NOBLE PURPOSE IS A HUMAN
TRUTH THAT TRANSCENDS CATEGORY 	

•  PERSPECTIVE FOR INTERNAL 
EXTERNAL PEOPLE TO CONNECT WITH	

•  IT SHOULD BE EXPRESSED IN MANY
WAYS  TRANSFORM THE WAY YOU
DO BUSINESS	

•  HUMAN UTILITIES CAN ENCOURAGE
AND REWARD USER BEHAVIOUR AND
PROVE OUR BRANDS PURPOSE IN THE
WORLD 	


VW
lots of small things are better 
than one big one	

•  WHY PLACE ALL OUR EGGS IN ONE BIG
BASKET IN A WORLD THAT RELIES ON
EXPERIMENTING  DIVERSIFYING TO
SURVIVE?	

•  LETS TRY LOTS OF SMALL THINGS
ALIGNED WITH THE NOBLE PURPOSE OF
THE BUSINESS	

•  IT CAN MAKE BIG COMPANIES SEEM
SMALL  HELP IDEAS SPREAD	

W+K London - Nike Grid
creative collaboration is key	


•  LIFE IS A TEAM-SPORT	

•  BRAND MONOLOGUES ARE SO OVER	

•  COMMUNITY CENTRED DESIGN MEANS
1+1=3	

BBDO Proximity - Doritos - The End
data, data everywhere 
but not a drop to drink	


•  DATA IS NEVER JUST DATA; IT HAS A HUMAN CONTEXT SO SHOULD BE
DESIGNED FOR IT.	

•  DATA DOESN T STOP, IT KEEPS GOING AS SHOULD ITS MEASUREMENT.	

•  GOOD RESEARCH IS A MUCH NEEDED AND SOMETIMES UNDERVALUED ASSET
entertainment meets utility + commerce	


•  MASH-UPS THAT CREATE CONVERSATION,
COMMERCE, UTILITY  ENTERTAINMENT
ARE THE WAY FORWARD	


Droga5 NY - Jay-Z Decoded book launch
brands are increasingly behaving like media	


•  BRANDS HAVE BECOME CONTENT
CREATORS  CURATORS	

•  THEY SHOULD OWN THE MEDIA
[BESIDES PAYING FOR  EARNING IT]	

Toyota s Prius Projects
gaming is mega	


•  GAMING CAN CREATE BEHAVIOUR
CHANGE  IS A MEGA GROWING TREND	

•  ITS ALSO ADDICTIVE
great ideas transform	


•  THEY PUT A STAKE IN THE GROUND	

•  MAKE THEIR OWN MEDIA	

•  THEY RE ENGAGING  REMARKABLE	

W+K Portland - Old Spice
brand humanisation	


•  PEOPLE DON T FALL IN LOVE WITH BRICKS	

•  EVERYTHING BUSINESSES DO
COMMUNICATES WHO THEY ARE	

•  TECHNOLOGY ALLOWS BRANDS TO
ARTICULATE THEIR PERSONALITY
THROUGH BEHAVIOUR  CONVERSATION	

Fiat teaching people how to drive efficiently
good ads solve advertising problems, 
good agencies solve business problems	


•  THE SOLUTION TO A PROBLEM IS NOT
ALWAYS AN ADVERTISING ONE	

Amazon used it advertising budget to offer free delivery

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What do I know?

  • 1. things i learned so far after 5 years in advertising
  • 2. what do i think i know [non-exhaustive] •  short term campaigns are moving to long term initiatives •  successful communication is a process •  simplicity should be standard •  people disguise bad thinking with long words •  businesses should have a noble purpose that motivates, galvanises [ makes money] •  lots of small things are better than one big one •  creative collaboration is key •  data, data everywhere but not a drop to drink •  entertainment meets utility + commerce •  brands are increasingly behaving like media •  good ads solve advertising problems, good agencies solve business problems •  gaming is mega •  brand humanisation
  • 3. short term campaigns are moving to long term initiatives •  WE NEED TO THINK BEYOND EXECUTION SOLVE THE PROBLEM INSTEAD •  LETS GET CREATIVE UPSTREAM BEFORE GETTING CREATIVE DOWNSTREAM
  • 4. successful communication is a process •  WE SHOULD KNOW WHY PEOPLE WILL BELIEVE BEFORE COMMUNICATING IMPACT-FULLY •  THE TRUTH ISN T TRUTH UNTIL PEOPLE BELIEVE YOU, AND THEY CAN T BELIEVE YOU IF THEY DON T KNOW WHAT YOU RE SAYING, AND THEY CAN T KNOW WHAT YOU RE SAYING IF THEY DON T LISTEN TO YOU, AND THEY WON T LISTEN TO YOU IF YOU RE NOT INTERESTING, AND YOU WON T BE INTERESTING UNLESS YOU SAY THINGS IMAGINATIVELY, ORIGINALLY, FRESHLY William Bernbach
  • 5. simplicity should be standard •  EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE. BUT NOT SIMPLER Einstein.
  • 6. people disguise bad thinking with long words •  LETS TALK IN PEOPLE LANGUAGE NOT IN CORPORATE / BUZZWORD SPEAK
  • 7. businesses should have a noble purpose that motivates, galvanises [ makes money] •  THE NOBLE PURPOSE IS A HUMAN TRUTH THAT TRANSCENDS CATEGORY •  PERSPECTIVE FOR INTERNAL EXTERNAL PEOPLE TO CONNECT WITH •  IT SHOULD BE EXPRESSED IN MANY WAYS TRANSFORM THE WAY YOU DO BUSINESS •  HUMAN UTILITIES CAN ENCOURAGE AND REWARD USER BEHAVIOUR AND PROVE OUR BRANDS PURPOSE IN THE WORLD VW
  • 8. lots of small things are better than one big one •  WHY PLACE ALL OUR EGGS IN ONE BIG BASKET IN A WORLD THAT RELIES ON EXPERIMENTING DIVERSIFYING TO SURVIVE? •  LETS TRY LOTS OF SMALL THINGS ALIGNED WITH THE NOBLE PURPOSE OF THE BUSINESS •  IT CAN MAKE BIG COMPANIES SEEM SMALL HELP IDEAS SPREAD W+K London - Nike Grid
  • 9. creative collaboration is key •  LIFE IS A TEAM-SPORT •  BRAND MONOLOGUES ARE SO OVER •  COMMUNITY CENTRED DESIGN MEANS 1+1=3 BBDO Proximity - Doritos - The End
  • 10. data, data everywhere but not a drop to drink •  DATA IS NEVER JUST DATA; IT HAS A HUMAN CONTEXT SO SHOULD BE DESIGNED FOR IT. •  DATA DOESN T STOP, IT KEEPS GOING AS SHOULD ITS MEASUREMENT. •  GOOD RESEARCH IS A MUCH NEEDED AND SOMETIMES UNDERVALUED ASSET
  • 11. entertainment meets utility + commerce •  MASH-UPS THAT CREATE CONVERSATION, COMMERCE, UTILITY ENTERTAINMENT ARE THE WAY FORWARD Droga5 NY - Jay-Z Decoded book launch
  • 12. brands are increasingly behaving like media •  BRANDS HAVE BECOME CONTENT CREATORS CURATORS •  THEY SHOULD OWN THE MEDIA [BESIDES PAYING FOR EARNING IT] Toyota s Prius Projects
  • 13. gaming is mega •  GAMING CAN CREATE BEHAVIOUR CHANGE IS A MEGA GROWING TREND •  ITS ALSO ADDICTIVE
  • 14. great ideas transform •  THEY PUT A STAKE IN THE GROUND •  MAKE THEIR OWN MEDIA •  THEY RE ENGAGING REMARKABLE W+K Portland - Old Spice
  • 15. brand humanisation •  PEOPLE DON T FALL IN LOVE WITH BRICKS •  EVERYTHING BUSINESSES DO COMMUNICATES WHO THEY ARE •  TECHNOLOGY ALLOWS BRANDS TO ARTICULATE THEIR PERSONALITY THROUGH BEHAVIOUR CONVERSATION Fiat teaching people how to drive efficiently
  • 16. good ads solve advertising problems, good agencies solve business problems •  THE SOLUTION TO A PROBLEM IS NOT ALWAYS AN ADVERTISING ONE Amazon used it advertising budget to offer free delivery