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Hi, see attached my presentation of the book 'Hegarty on Advertising - Turning Intelligence into Magic'

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8 KEY LEARNINGS • Ideas • Brands and Audiences • Agencies • The Creative Director • Clients & Briefs • Pitches • Storytelling • Truth and Technology
CAREER PATH • Benson & Bowles – Creativity as the necessary evil • Cramer & Saatchi – Creative Consultants • Saatchi & Saatchi – Start-up: 1970’s • TWBA – Start-up - European Agency: 1973 • BBH: 1982 – Nigel Bogle and John Bartle – The agency in a suitcase – No creative pitches
http://www.youtube.com/watch?v=wT4DR_ae_4o http://www.youtube.com/watch?v=N1ULFr0_Xpo&feature=related
http://www.youtube.com/watch?v=EfeVEAZkJqM
1. IDEAS
What makes a great idea? Process <----------------------- --------------------> Creativity Ordinary Magic Predictable Dysfunctional
Irreverence Definition: • Showing a lack of respect for people or things that are generally taken seriously • Inspires fresh thinking • Stimulating way to capture peoples imagination and attention • Humour and irreverence work
2. BRANDS & AUDIENCES A brand is the most valuable piece of property in the world – a corner of someone’s mind
What are the key attributes of a great brand? • Trust • Audiences, not consumers • Never stop thinking like your audience • Fame • Fashiontainment
3. AGENCIES
What makes a great agency? • Relentless creative culture • A point of view • The agency of the future
4. THE CREATIVE DIRECTOR
What does it take to be a great Creative Director? • Management versus mayhem • The soul of the agency • Recognise and nurture ideas ‘through the corridors of comprise’ • Only as good as the work you inspire • Earn the respect of your team • Be generous with your ideas • Stay Objective • Fearlessness
5. CLIENTS & BRIEFS
What makes an intelligent brief? • Control / process vs. liberation / unexpected • Crafting a brief is a fine line between both • Good briefs should be the starting point to ignite creativity, not restrict it • Face to face • Focus on client problems • Ask why - challenge it, interrogate it, question it
6. PITCHES
How to improve your changes of winning a pitch? • Lifeblood of the advertising industry • Lotto • Are you right for them and are they right for you? • Have a point of view • Change the rules • Define the brands future • Reputation
7. STORYTELLING
The most powerful form of communication • Simplest, most memorable device we have for engaging, learning, entertaining and persuading. • Is storytelling outdated? • Can change behavour but not human nature • ‘come in late, leave early’ • The power of reduction
8. TECHNOLOGY & TRUTH
Creative Destruction • Opportunity to occupy a greater space in the audience’s mind • Note of caution – truth & transparency • Leveled the playing field • We’re still in the business of persuasion • Get over it! • From ‘learn and do’ to ‘do and learn’
Hegarty final

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Hegarty final

  • 1.
  • 2. 8 KEY LEARNINGS • Ideas • Brands and Audiences • Agencies • The Creative Director • Clients & Briefs • Pitches • Storytelling • Truth and Technology
  • 3.
  • 4.
  • 5.
  • 6. CAREER PATH • Benson & Bowles – Creativity as the necessary evil • Cramer & Saatchi – Creative Consultants • Saatchi & Saatchi – Start-up: 1970’s • TWBA – Start-up - European Agency: 1973 • BBH: 1982 – Nigel Bogle and John Bartle – The agency in a suitcase – No creative pitches
  • 7.
  • 8.
  • 12. What makes a great idea? Process <----------------------- --------------------> Creativity Ordinary Magic Predictable Dysfunctional
  • 13. Irreverence Definition: • Showing a lack of respect for people or things that are generally taken seriously • Inspires fresh thinking • Stimulating way to capture peoples imagination and attention • Humour and irreverence work
  • 14.
  • 15.
  • 16.
  • 17. 2. BRANDS & AUDIENCES A brand is the most valuable piece of property in the world – a corner of someone’s mind
  • 18.
  • 19. What are the key attributes of a great brand? • Trust • Audiences, not consumers • Never stop thinking like your audience • Fame • Fashiontainment
  • 21. What makes a great agency? • Relentless creative culture • A point of view • The agency of the future
  • 22. 4. THE CREATIVE DIRECTOR
  • 23. What does it take to be a great Creative Director? • Management versus mayhem • The soul of the agency • Recognise and nurture ideas ‘through the corridors of comprise’ • Only as good as the work you inspire • Earn the respect of your team • Be generous with your ideas • Stay Objective • Fearlessness
  • 24. 5. CLIENTS & BRIEFS
  • 25. What makes an intelligent brief? • Control / process vs. liberation / unexpected • Crafting a brief is a fine line between both • Good briefs should be the starting point to ignite creativity, not restrict it • Face to face • Focus on client problems • Ask why - challenge it, interrogate it, question it
  • 27. How to improve your changes of winning a pitch? • Lifeblood of the advertising industry • Lotto • Are you right for them and are they right for you? • Have a point of view • Change the rules • Define the brands future • Reputation
  • 29. The most powerful form of communication • Simplest, most memorable device we have for engaging, learning, entertaining and persuading. • Is storytelling outdated? • Can change behavour but not human nature • ‘come in late, leave early’ • The power of reduction
  • 31. Creative Destruction • Opportunity to occupy a greater space in the audience’s mind • Note of caution – truth & transparency • Leveled the playing field • We’re still in the business of persuasion • Get over it! • From ‘learn and do’ to ‘do and learn’