Intro to Ad Concepts SVC week 1
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Transcript of Intro to Ad Concepts SVC week 1
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I (USED TO) GET PAID TO COME UP WITH IDEAS AT AN AD AGENCY.
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A Day In The Life O’ Me
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COLLABORATION
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Brainstorming
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Focus groups
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Perfect partners
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clients
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I do get some alone 8me. With headphones on. And people interrup8ng me every 2 seconds.
Work/life balance
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33 MINUTES !"r #$%.
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Hooray, production time!
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My career: D&'b (&)*?
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THIS IS WRITING:
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I write to this:
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Advertising has changed.
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FunnyCool
SmartSimple
UsefulBudweiser Wassup
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FunnyCoolSmartSimpleUseful
Tesco Homeplus Subway Virtual Store
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Advertising hasn’t changed.
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“Clients don’t pay us !" wr#!$, %$&#'(, )*(*'$, "r +r"%,-$.
They pay us for our brains.”
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WHAT I’VE LEARNED:
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IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. !
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IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. !BUILDING A GREAT BOOK IS HARD.
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EVERY CREATIVE IS DIFFERENT.
THE ABSOLUTE BEST NEVER STOP getTING better.
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MOST ADS YOU SEE ARE NOT GOOD. MOST BAD ADS ARE DONE
BY GOOD CREATIVES.
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('+,) BRANDS DON’T CREATE THEMSELVES.
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ART
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CRAP
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CRAP TO ART RATIO STARTS AT 1000:1
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“That is soooo on strategy!!!”
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JUDGING WORK & THE BIG IDEA
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FIRST, YOU TELL ME.
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IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? IS IT EXTENDABLE?
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But is that $(",'.?
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ADS MIXED WITH EXPERIENCES MIXED WITH SOCIAL MIXED WITH???
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IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
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Evaluating advertising vs. social ideas
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ADS: “WOULD THIS IDEA RESONATE WITH ME?”
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ADS: “WOULD THIS IDEA RESONATE WITH ME?”
SOCIAL: “WOULD I DO IT?”
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0.5% proportion of fans !*/0#(' *b",! * br*(%
on Facebook.
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#1 reason People say they interact w#!. -")+*(#$& "( &"-#*/ &#!$&:
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“Mobile devices and social networks are tools. they can no more have a strategy applied to them than a
carpenter can have $ -$w $.# /$''"r -,r$,"0%.”
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1$ W*// S!r$$! J",r(*/ r$+"r!$%
Pepsi & Diet Pepsi each lost about 5% of their market share. Pepsi dropped from #2 to #3 for the 1st time ever.
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WHAT I EXPECT:
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1) NOTHING
WHAT I EXPECT:
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1) EFFORT 2) PARTICIPATION 3) LISTEN & DO
WHAT I HOPE for:
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Keep the ideas big
$.# ,/" -*",)/"- (1+".
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INSERT IDEA HERE
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INSERT IDEA HERE INSERT IDEA HERE INSERT IDEA HERE
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Assignment #1
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PARTNER UP (:20): 1) FIND ONE GREAT AD IN AN AD PUB 2) FIND ONE BAD AD IN A REGULAR PUB 3) JUDGE & SHARE WITH THE CLASS
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IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
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Assignment #2
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First, we need two small business categories.
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First, we need two small business categories.
1) Set up a FAKE Twitter account. 2) Fill in the bio & add a photo. 3) Post your first 3 tweets. 4) Go follow @brainpunch This should take you 1 ½ to 2 hours.