Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích. We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn! ... bởi CLB những chiến lược gia củ khoai tây https://www.facebook.com/groups/chienluocgiacukhoaitay

2. HOW I JUDGE
ADVERTISEMENTS
LAM TRAN

3. “OUR INDUSTRY IS HAVING
BRILLIANT SOLUTIONS FOR
THE WRONG PROBLEM.”

4. judge better.

5. Ad
Ad Ad Ad Ad
Ad
Ad
Ad
Ad
Ad

6. DON’T JUST JUDGE THE ADVERTISEMENT ITSELF.
JUDGE BEYOND THE AD.

7. THE BASIS OF JUDGING ADVERTISING
UNDERSTANDING HOW BRAND GROWS
UNDERSTANDING HOW ADVERTISING WORKS
UNDERSTANDING THE CONTEXT: MARKET, BRAND, PEOPLE, ETC.

10. Les binet

16. Does it base on the assumption that when people can read
the name, it builds the brand, and then impacts sales?
There isn’t a distinctive association & motivation built for
drinking warrior.

17. Is the problem that people want to order warrior,
But don’t know how to read the name?
If so, then it intends to talk to high-frequency purchasing
users, which are not the main source of brand growth.

18. THE SIMPLE RULE TO JUDGE ADVERTISEMENTS

19. GOOD ADVERTISEMENTS NEED TO:
STIMULATE AN
INTENSE RESPONSE
EPITOMIZE THE
BRAND
+

20. GOOD ADVERTISEMENTS NEED TO:
STIMULATE AN
INTENSE RESPONSE
EPITOMIZE THE
BRAND
+

21. “[Advertising] needs to stimulate the maximum
intensity of response.
This means that the creative treatment should not
only use the “best” craft skills of writing, art
direction, film production, etc., but also be
based on a genuine advertising idea.”
Stephen King, “Advertising Idea”

22. INTENSE RESPONSE
More than attention.
It engages - turns you to
become accomplice.

23. INTENSE RESPONSE:
“CLGT?”

24. INTENSE RESPONSE:
“MẤT DẠI GHÊ,
NHƯNG… VUI”
‘What if you could buy a Whopper that could only
be ordered at McDonald’s?’

25. INTENSE RESPONSE:
TEAR-JERKING

26. INTENSE RESPONSE:
VERY WITTY!

27. INTENSE RESPONSE:
SO COOL & BAD!

28. Why INTENSE RESPONSE?
• INCREASING ATTENTION SPAN
• INCREASING MEMORY CODING/ RECALL
Amygdala: hạch hạnh nhân
Hippocampus: hồi hải mã

29. GOOD ADVERTISEMENTS NEED TO:
STIMULATE AN
INTENSE RESPONSE
EPITOMIZE THE
BRAND
+

30. Good advertising “must uniquely and single-mindedly
epitomize our brand”.
Stephen King, “Advertising Idea”

31. BRAND EPITOMIZATION:
DISTINCTIVE ASSETS
PRODUCT CONSUMPTION/ USAGE
BRAND IDEA & values
Logo, Color, Sound, Character, Ad Style, etc.

32. John Lewis’ Strategic Proposition/ Brand Idea:
John Lewis is the home of thoughtful gifting

35. Bạn đang nhìn thấy…
những chú bò vui nhộn
nhảy múa và hát

36. Bạn xem một câu chuyện…
Những đứa trẻ chơi thể thao
quyết tâm trở thành nhà vô địch

37. Bạn xem một câu chuyện…
về sự tự hào của bước chân của người
Việt vững vàng tiến về phía trước

40. “Family care”
“Family is where
the care is”
India

43. SUMMARY
UNDERSTANDING THE BASIS JUDGING ADVERTISING
STIMULATE AN
INTENSE RESPONSE
EPITOMIZE THE
BRAND
+
“THE LONG AND SHORT OF IT”,
LES BINET & PETER FIELD
“HOW BRANDS GROW”,
BYRON SHARP

44. THANK YOU!

45. CUONG NGUYEN

46. How I judge (internal)
advertising
Cuong Nguyen | January 2021
Sharings for Potatoes planning club

47. About Me
CUONG NGUYEN
Hanoian, Saigon-based
5+ years in advertising industry
4+ years working as a planner

48. What I will share with you today
Judging creativity and why it is the
hardest part of being a planner
How to piss creatives off
Judging creativity principles
Some useful approaches for junior
planners

49. Ideas decide whether your strategy/
direction/ approach works or not.

50. No strategy is sold, when the ideas are
rejected.

51. JUDGING CREATIVE
IDEAS
-
THE MOST DIFFICULT
TASK OF A PLANNER

52. PRESSURE OF TIME

53. Instant assessment
First time listening, thinking about the ideas. Very short
time digesting the concepts/ scripts/ activities.

54. Instant inputs
The need to react/ feedback/ build the ideas to move
forward.

55. PRESSURE OF RELATIONSHIP

56. My direction that we have aligned
(we spent days and nights building it.
Strategy is our wife)

57. Their creative ideas
(They spent days and nights building it.
Ideas are their new born babies)

58. Our relationship
Next internal, they know who you are, and how you will
judge their ideas.

59. PRESSURE OF KEEPING THE BALANCE

60. We want everything
to be right

61. They want everything
to be beautiful & edgy

62. #2: How to piss creative off

63. “Feedback like a client”

64. “Everybody can be a good strategic thinker, but not everyone can be a
good creatives”
So respect what creatives have done.

65. Killing, instead of building

66. Being inconsistent with what you’d
briefed them

67. #3: Principles we need to keep in mind

68. Be knowledgeable in advance
Do your homework

69. Coming to the internal as an idea
contributors

70. Back to the brief
The holy document

71. Stay conscious with the role of communication for the campaign

72. Be subjective (question yourself)
Let your imagination fly with the script,
the visual, the concept

73. Question the ideas
1. “What inspires me about this idea is...”
2. “What works for me about this idea is...”
3. “What’s missing from this idea for me is...”
4. “What could make this idea bigger for me is...”

74. Empathize
Know what happened to them, what kinds of barriers
have been preventing them to break the status quo.

75. Help creatives clarify the ideas

76. If you’re stuck, spend time reflecting
what have been happened. Then come
back with a solution.

77. #4: Some useful approaches
for junior planners

78. JUDGING IDEAS IS BOTH AN INNATE TALENT AND A
SKILL. IT’S BOTH RATIONAL AND EMOTIONAL.
IT’S WHERE PERSONAL TASTES AND PREFERENCES
CAN COLLIDE WITH PROCESS AND CONSENSUS.

79. Checklist keeper
Comes to the internal with a
checklist in hand
Stay close to the checklist.

80. Consumers’ representative
Share consumers stories. The
more personal the stories are, the
better creative output would be.

81. Reference inspirer
Keep in your pocket really
good pieces of reference.

82. The categorizer
Try to group, conceptualize
the ideas, then show them
what works, and what
doesn’t

83. IT WILL TAKE (A LOT OF) TIME. BE
PATIENT.
THANK YOU!

84. THANH NGO

85. !
TRIGGER WARNING
!

86. CLIENT CÓ THAI VÀ CHO CON BÚ
CREATIVE CÓ ĐÉT-LAI Ở NHÀ
PLANNER SMART GUYS NÓI TIẾNG A.I
Ờ COW ĐÚNG CŨNG THÀNH SAI
VÀ NHỮNG TẤM CHIẾU CHƯA TỪNG TRẢI
…
(CÒN SÓT AI KHÔNG TA?)

87. HOW I JUDGE ADVERTISING
AS A NOW’S COPYWRITER

88. 1 PHÚT QUẢNG CÁO PLEASE

89. Full name: Ngô Tiến Thành
Education: Miami Ad School
Date of birth:
07 April 1994
Past Agencies:
TBWAChiatDay New York
Ogilvy & Mather New York
Dinosaur Vietnam
Featured Campaigns:
WildAid – Không Tạo Thống Khổ, Ấy Là Cứu Độ
Change Vietnam – Gia Vô Vị
Grab Superapp – Cần Gì Grab Nấy
Baemin – Quán Ngon Quận Mình
Vsmart – Sáng Tạo Thay Đổi Cuộc Chơi
Bitis Hunter – Rising Hanoi
Bitis Hunter – Đi Để Trở Về 5
Awards & Recognition:
1x One Show Young One
1x Adobe Design
2x Bronze Adstar
2x Shortlist Adstar
1x Gold Smarties Vietnam
1x Silver Smarties Vietnam
1x Bronze Smarties APAC
Top 4 Hottest Creatives In Vietnam by
Campaign Brief Asia
Works Featured On:
Oneshow.org
Activationideas.com
Luerzersarchive.com
Adstars.org
Bestadsontv.com
Campaignbriefasia.com
Adsoftheworld.com
Current Position:
Copy Lead, Dentsu Redder
PROFILE |

90. ESSENTIALLY, AD IS ANNOYING AF

91. NOBODY READS ADS.
PEOPLE READ WHAT
INTERESTS THEM.
SOMETIMES IT’S AN AD.
- HOWARD GOSSAGE, 1986

92. HOW I JUDGE ADVERTISING…

93. CÒN TÙY BỊ BỐ NÀO HỎI NỮA!

94. SẾP? REVIEW CHƯA?
CLIENT?
Ờ COW?
ĐỒNG KHẨU NGHIỆP? MỐI THAN?
TẤM CHIẾU CHƯA TỪNG TRẢI?
NGƯỜI NGOẠI ĐẠO?

95. MUỐN KHEN THÌ CỨ HẾT MÌNH
MUỐN CHÊ THÌ CŨNG BIẾT NỊNH “GHÊ GHÊ”

96. CÒN VỚI CHÍNH BẢN THÂN MÌNH?

97. CỨ THÀNH THẬT THÔI!

98. RATIONALLY AND PERSONALLY

99. RATIONALLY AND PERSONALLY

100. ATTENTION
COMPREHENSION
PERSUASION

101. IT’S SAFE TO ASSUME THAT MOST ADS ARE…

103. INCLUDING MINE :))

104. MUỐN OÁNH GIÁ, TRƯỚC HẾT PHẢI BIẾT
MÌNH ĐANG OÁNH GIÁ CÁI GÌ?

105. STRATEGY?
IDEA?
EXECUTION?

106. GREAT WORKS THAT WORK,
ARE ALWAYS STRATEGICALLY-LED CREATIVE

107. WHAT IS A GOOD STRATEGY?
MAYBE IT’S ANOTHER DAY’S TOPIC…

108. NHƯNG MÀY, AS A CREATIVE,
CÓ QUYỀN PHỦ QUYẾT MỘT STRATEGY!

109. KHÔNG KHÁC BIỆT GÌ VỚI STRATEGY CŨ,
VỐN ĐANG ĐI VÔ NGÕ CỤT.
STRATEGY <> TACTIC

110. KHÔNG DỰA TRÊN MỘT INSAI NÀO

111. TỐN 70 SLIDES ĐỂ GIẢI THÍCH,
NHIỀU HƠN 69 SLIDES SO VỚI CLIENT BRIEF

112. CÁC BẠN PLANNER VÀ STRATEGIST LÀ
NHỮNG NGƯỜI LÈO LÁI CON THUYỀN
CREATIVE…

113. NHƯNG ĐẾN CUỐI NGÀY,
CONSUMER KHÔNG CÓ ĐỌC DECK
STRATEGY, HỌ CHỈ CÓ XEM CREATIVE

114. IDEA CÓ LÀ CHÂN ÁI?

115. THERE IS ALWAYS A BETTER IDEA,
IT’S JUST THAT THERE’S NO TIME TO DO THAT

116. STEP BACK AND ASK

117. HOW CAN IT BE SIMPLER?
HOW CAN IT EARN MORE MEDIA?
CAN IT MAKE A PR HEADLINE? (CP+B)

119. EXECUTION / CRAFT?

120. THÀNH BẠI KHÔNG TẠI IDEA
THÀNH BẠI TẠI CRAFT

121. CRAFT = PRODUCTION VALUE, NOT JUST
OPTIMIZING PRODUCTION COST

124. CRAFT = REDUCTION

128. MEANING ABOVE SOUNDING

129. RATIONALLY AND PERSONALLY

130. THE HARDEST PART OF JUDGING OUR
IDEA, IS TO JUDGE IT IN OUR MOM’S SHOES

131. TỨC LÀ HỌC CÁCH OÁNH GIÁ CẢM TÍNH,
NHƯNG TỪ GÓC ĐỘ CỦA MỘT T.A LÚC LAUNCH

133. NẾU CỨ LÀ T.A SUB-URBAN THÌ HỌ SẼ
NGU?!

134. MAKING A SMART-ASS AD IS EASY.
MAKING AN AD THAT MAKES YOUR AUDIENCE
FEEL SMART, IS ANOTHER STORY.

135. MOST ADS ARE LIKELY SHITTY, BECAUSE
THEY ARE MADE BY PEOPLE SITTING IN THE
OFFICE, WHO NEVER BUY THE PRODUCT…

136. TÚM CÁI XÀ QUẦN

137. ĐỪNG NÓI “I LIKE IT” KHI OÁNH

138. MÀ HÃY NGHĨ TRƯỚC KHI NÓI

139. CÓ WORK HAY ÉO?
STRATEGY
INSAI
IDEA
COPY
VISUAL
TREATMENT
BUDGET
THỜI ĐIỂM
…

140. WHY?
HOW CAN IT BE BETTER?

141. HOW CAN I MAKE THE T.A FEEL
SMARTER AND ACCEPT MY ADS MORE?

142. RATIONALLY AND PERSONALLY

143. HẾT RỒI ĐÓ! ĐỘI ƠN!