英文版李奥贝纳中国市场研究及方案14——One Show China-how to win awards.pptVIP

 HOW TO WIN AWARDS Why isn’t your agency winning awards? Because you’ve put the cart before the horse, profit before the work. The French Revolution The principal purpose of a company is not to make a profit, full stop. It is to make a profit in order to continue to do things or make things, and to do so ever better and more abundantly. Charles Handy Mental Toughness A requirement is not a purpose. Charles Handy The French Revolution A few years ago, the work from our Singapore office was dreadful and it was losing money. Now it produces terrific work and it’s profitable again.  Norman Berry MentalToughness Writing is the artof applying theass to the seat. Dorothy Parker Great clientsare not born,they’re made. There areno bad clients, only bad agencies. Bob Gill Make us famousovernight. Scam ads are designed without an intent to sell. CreativeDirectors need to be inspiring. Exploit fameand celebrity. The essence of being a star, as shrewdly revealed by David Bowie, is ‘the ability to make yourselfas fascinating to others as you are to yourself’. This is not about being famous for fifteen minutes, which is how Andy Warhol characterizedthe transience of media attention, but being famous for being creative,which was Warhol’s own achievement, long after he had stopped painting. Don’t be a bastard. The carrot is more effective than the stick, because no-one will show their precious talent to those whom they fear. Gentlemenwith brains. David Ogilvy A lot of people can have ideas, but very few follow them up. Terence Conran Mini-me’s only create me-too’s. The growth in post-industrial workers selling their own personal bundle of knowledge and skills led to the inclusion of a more eclectic range of attributes. People have truck-load of human capital that they pick up throughout their lives, ranging from school qualifications to intuition and slippery bits of half-remembered knowledge to perhap