Sunday, 13 June 2010
How to make it as an advertising creative - Simon Veksner
No, I don't want to amke it as a creative, but they are my main target audience for briefings. So it helps understanding what gets them going.
David Droga in the foreword: “We’re still storytellers, but it’s not about a story that starts and finishes within 30 seconds of a TV ad anymore. Our job now is more about instigating a story, and letting it go. We can create momentum. Our work doesn’t have to be as disposable as before.”
I think this one is interesting, because it goes beyond simply telling us advertising people to let go and let consumers do our job with shitty UGC. Yet, if we are in the business of storytelling, the question simply is, how to tell a story, with the participation of your target audience?
Another interesting one, for everyone planning to get hired by an agency: "Ask yourself “What protion of that agency’s creative output would get you hired at that agency?”"
And a classic Ogilvy: “Get rid of the dogs who spread gloom!"