General musings of what I've learned in the advertising industry. Hopefully worth sharing.

1. Learning on the job
By Jessica Brookes
www.jectaspecta.com

2. successful communication is a process
The truth isn’t truth until people believe you, and they can’t believe you if they
don’t know what you’re saying, and they can’t know what you re saying if they
don’t listen to you, and they won’t listen to you if you’re not interesting, and
you won’t be interesting unless you say things imaginatively, originally, freshly
William Bernbach
We should know why people will believe
before communicating impact-fully
VOLKSWAGEN BEETLE

3. data, data everywhere
but not a drop to drink
Data is never just data; it has a human context so should be designed for it.
Data doesn t stop, it keeps going as should its measurement.
Good research is a much needed and sometimes an undervalued asset

4. simplicity should be standard
Everything should be made as simple as possible. But not simpler
Einstein.

5. people disguise bad thinking with long words
Lets talk in people language not in corporate / buzzword speak

6. businesses should have a noble purpose
that motivates, galvanises [& makes money]
The noble purpose is a human truth
that transcends category
Perspective for internal & external
people to connect with
It should be expressed in many ways &
transform the way you do business
Human utilities can encourage and VW Create good behvaiour in a fun way
reward user behaviour and prove our
brands purpose in the world

7. good ads solve advertising problems,
good agencies solve business problems
The solution to a problem is not always an advertising one
Amazon used its advertising budget to offer free
delivery to its customer

8. short term campaigns are moving
toward long term initiatives
We need to think beyond execution & solve the problem instead
Lets get creative upstream before getting creative downstream

9. lots of small things can be better
than one big one
Why place all our eggs in one big
basket in a world that relies on
experimenting & diversifying to
survive?
Lets try lots of small things aligned
with the noble purpose of the business
It can make big companies seem small
& help ideas spread
W+K London - Nike Grid

10. creative collaboration is key
Life is a team-sport
Brand monologues are so over
Community centred design means 1+1=3
BBDO Proximity - Doritos - The End
Nike ID

11. brands humanisation
People don t fall in love with bricks
Everything businesses do communicates
who they are
Technology allows brands to articulate
their personality through behaviour &
conversation
Fiat teaching people how to drive efficiently

12. entertainment meets utility + commerce
Mash-ups that create conversation, commerce, utility & entertainment
are the way forward
Droga5 NY - Jay-Z Decoded book launch

13. brands are increasingly behaving like media
Brands have become content creators & curators
They should own the media [besides paying for & earning it]
Toyota’s Prius Projects

14. gaming is mega
Games are an effective tool for
behaviour change
It is a mega growing trend
Its also addictive

15. great ideas transform
They put a stake in the ground
Make their own media
W+K Portland - Old Spice
They re engaging & remarkable
BBDO Toronto – Skittles

16. where businesses go from here?
Put people & business first, then advertising
Know your noble purpose and articulate it in what you do
Have a personality & relate on a human level
Look at the numbers & keep looking at them
Get in to gaming
Straight talk – less jargon
Understand that collaboration is where great ideas are born
Keep it simple not simpler