广告教程好与棒的故事GOODVSGREAT.ppt

Rich Silverstein’s bug bear is people who put all their effort into an ad, then don’t do anything interesting with the ending - they flash up a URL and logo that you’d never have time to read and it’s done. My personal bug bear is seeing briefs that are badly written, mis-spelt or just laid out so they look ugly - if you can’t be bothered to make something great yourself, then how the hell do you expect the next person to bother? Editing, production, briefing, everything It’s about craft - whether you’re in creative, planning, account team, production, anywhere. This is one of the big ones... The easiest way to get to great is to really understand the business first. Make sure you know your product, the brand, the consumer - but then make sure you know why the business is investing the money in some form of marketing. Not because you have $5m to spend, but what result is expected - a lot of great ideas come out of finding a genuine growth opportunity and a strategy behind it. Business and strategy are inextricably linked. Nobody else is to blame. You are. If you think you can blame others, you’re not focused on being better yourself. The client, the suit, the producer. None of them are to blame - you should make certain things were perfect so the idea survives intact. In most cases, the idea wasn’t great enough to inspire them! Plenty of people are good - 90% of ads are good. Most products are good. But... The reason that brands move agencies is that most of the time they’re getting good. The reason people move job is that they want to do something better (or get paid more)... Great is worth it - don’t ever settle for good. When you stop and think about our business, what do you wish you’d worked on? What campaign ideas or planning insight do you wish you’d found? And are any of them “good” rather than “great”? Most of your working life, you’ll produce “good”. But the stuff you’ll remember proudly will only be the great stuff. Golf is said to be addictive so long