(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.
KNOW YOUR CLIENT AIMS
● Find out what the client’s real objective
● 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.
WHAT IS MEANT BY THE WORD
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
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
(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.