IM NOT
PERFECT
BUT LIMITED
EDITION

Disclaimer
Maybe you’ll find several distortions or different
interpretation in this deck. It’s my fault, you
must borrow the real book from William. Cheers

BOOK
REVIEW
IDN Creative
Sharing Session

PAUL ARDEN
(7 April 1940 – 2 April 2008)
was a creative director of Saatchi and
Saatchi and an author of several books on
advertising and motivation,
including Whatever You Think, Think The
Opposite and It's Not How Good You Are,
It's How Good You Want To Be.
https://en.wikipedia.org/wiki/Paul_Arden

KNOW YOUR CLIENT AIMS
● Find out what the client’s real objective
is
● All clients aspire status (maybe to be
recognize by his/her manager,etc)
● Therefore their motivation may be quite
different from their brief to you

WHEN IT CAN BE
DONE, DO IT.
IF YOU DON’T DO IT,
IT DOESN’T EXIST.

THE PERSON WHO
DOESN’T MAKE
MISTAKES IS UNLIKELY
TO MAKE ANYTHING

IT’S
WRONG
TO BE
RIGHT
IT’S
RIGHT
TO BE
WRONG

DON’T GIVE A SPEECH.
PUT ON A SHOW.
Instead of giving people the
benefit of your wit & wisdom
(words).
Try painting them a picture.

COMPOSE YOUR AD FROM
THE WEAKEST POINT.

ROUGH LAYOUTS SELL
THE IDEA BETTER THAN
POLISHED ONES.
- Work with client rather than
confronting him w/ ur ideas.
- Show the client a scribble.

IF YOU GET STUCK,
DRAW WITH
DIFFERENT PEN.

DON’T BE AFRAID TO
WORK WITH THE BEST.

GET OUT OF ADVERTISING.
A. Look for something new, but sometimes
it’s something new to copy
B. To be original, seek your inspiration from
unexpected sources.

YOU DON’T HAVE TO BE CREATIVE
TO BE CREATIVE

WHAT IS MEANT BY THE WORD
“CREATIVE”.
1. Something completely different to each client
2. “I want the same as my competitors but different”
3. To another it may be as simple as wanting a new jingle
4. “Give me the same as we’ve had for the last twenty years, but not
quite”
5. 99% will want something that they recognize from their experience
6. Creativity with a precedent (previous cases/references)
7. Only 1 in 10.000 will really mean: “Give me something I haven’t seen

HOW TO IMPROVE YOUR STRIKE
RATE
(on the deck or pitch, dwiyan)
1. Slogan win business.
2. Repeat the line. Repeat the line.
3. Wave the client’s flag in front of him.
4. Present creative work first.
5. Do not put your best people on new business pitches.

CREATIVITY IS
IMAGINATION, AND
IMAGINATION IS FOR
EVERYONE.

Perhaps being creative consists of
CREATE + ACTIVE. Simultaneously
creating ideas into being.
Dwiyan, 28th Mar 2019