THE DAY IN QUOTES

DAY 1 June 15th

James Hurman Founder & Principle, Previously Unavailable

THE CASE FOR CREATIVITY: WHY IT’S IMPORTANT TO WORK TOWARDS GrEAT CREATIVE

- James Hurman

“IF YOU ARE NOT MAKING A GREAT CONTRIBUTION, YOU ARE IN THE WAY.”

“THE ABILITY TO JUMP IN AND ASK QUESTIONS IS ESSENTIAL.

THE BEST PLANNERS ASK THE DUMBEST QUESTIONS.”

- James Hurman

“MAKING WORK AS CREATIVE AS POSSIBLE IS IMPERATIVE TO MAKING WORK THAT IS

EFFECTIVE.”

- James Hurman

“CREATIVITY = ORIGINALITY + ENGAGEMENT + CRAFT EXCELLENCE.”

- James Hurman

TERESA ALPERT DIRECTOR, CRIMEA RIVER LTD.

EMPATHY RULES: OPENING HEARTS, MINDS, AND MARKETS

“Empathy is: Being Aware of,

being sensitive to, experiencing the feelings of,

experiencing the thoughts of, – ANOTHER PERSON.”

- Teresa Alpert

“WIND PEOPLE UP, AND LET THEM TALK FREELY. DON’T GUIDE THE DISCUSSION.”

- Teresa Alpert

“Find out WHAT REALLY KEEPS PEOPLE UP AT NIGHT. FIND A NOVEL WAY TO EMPATHIZE

WITH PEOPLE IN THEIR ENVIRONMENT.”

- Teresa Alpert

LEIGH REYES PRESIDENT/CCO, LOWE PHILIPPINES

DO WHAT YOU HATE

“AS PLANNERS, WE ARE THINKERS MORE THAN DOERS. WE NEED TO ‘MAKE’ MORE.”

- Leigh Reyes

“ASK ‘WHAT IF’. A PLANNER’S KEY WEAPON IS CURIOSITY.”

- Leigh Reyes

“…BUT WE MUST ALSO ASK ‘HOW’ & THINK OF THE PHYSICAL DETAILS.

THINK OF EVERYTHING AS A TOOL TO UNPACK PROBLEMS.”

- Leigh Reyes

“LEARN NEW TOOLS. MAKE NEW THINGS.”

- Leigh Reyes

“HAVE A WORKING KNOWLEDGE OF WHAT IS POSSIBLE.”

- Leigh Reyes

“MAKE EXPERIMENTATION & FAILURE A GOOD THING.”

Flearn (v). to learn by failing.

- Leigh Reyes

“BRANDS ARE LOOKING FOR A PURPOSE, & PEOPLE IN AGENCIES ARE LOOKING TO ADD

MEANING TO THEIR LIVES. This is an opportunity for social

business.” - Leigh Reyes

MORIHIKO HASEBE

ECD, HAKUHODO INC. CO-CEO/ECD, HAKUHODO KETTLE INC.

AGENCY MODEL: 2024

KENTARO KIMURA

“The Future of Agency… …Expertise = HYBRID EXPERTISE.

…ORGANIZATION = UNITED VENTURES. …MISSION = LIFE DESIGN.”

- Hakuhodo

HYBRID EXPERTISE IS COMBINING THE CREATIVE & INSIGHT EXPERTISE OF

AGENCIES WITH EXTERNAL EXPERTISE, TO DEVELOP ‘MARKET DESIGN’ SKILLS & MOVE THEM FROM JUST ADVERTISING TO NEW &

BETTER TANGIBLE IDEAS.

united ventures: HAKUHODO HAS A VENTURE FUND FOR STAFF - ENCOURAGING

THEM TO LAUNCH STARTUPS. HAKUHODO KETTLE IS THE CREATIVE HUB, & 12 STARTUPS HAVE BEEN FUNDED BY THE

AGENCY.

LIFE DESIGN: WHEN AGENCIES BECOME MORE THAN ADVERTISERS & BECOME A POWERFUL TOOL IN MAKING A POSITIVE

IMPACT ON PEOPLE’S LIVES.

GARETH KAY FOUNDING PARTNER, ZEUS JONES SAN FRANCISCO

THOUGHTS OF A RECOVERING ADVERTISING PLANNER

“THE BEST PRACTITIONERS OF ADVERTISING HAVE A HEALTHY DISREGARD FOR

ADVERTISING.”

- Gareth Kay

“MAKE HACKS, NOT ADS. A HACK IS THE MOST INGENIOUS &

EFFECTIVE SOLUTION TO A PROBLEM.”

- Gareth Kay

“BE OBSESSED WITH THE OUTCOME WE CREATE, NOT THE OUTPUT WE MAKE.”

- Gareth Kay

“ASK BETTER QUESTIONS TO GET BETTER ANSWERS.”

- Gareth Kay

“EXPERIMENT. MISTAKES ARE AN INEVITABLE PART ON THE

ROAD TO GREATNESS.”

- Gareth Kay

“CUT BACK. RESTRICTION IS MORE POWERFUL THAN

PROLIFERATION. Great Strategy is about sacrifice.”

- Gareth Kay

“BUILD FROM SCRATCH. RECONCIEVE PRODUCTS IN THE CONTEXT OF

‘NOW’, NOT THE CONTEXT IN WHICH THEY WERE CREATED.”

- Gareth Kay

“BE HUMAN FRIENDLY. RATHER THAN HUMAN LIKE.”

- Gareth Kay

“DON’T MASQUERADE BRANDS AS PEOPLE. FIGURE OUT HOW TO MAKE BRANDS

APPEALING & USEFUL TO PEOPLE, NOT POORLY REFLECTIVE OF HUMAN TRAITS.”

- Gareth Kay

“PUT PEOPLE FIRST. HAVE A CULTURAL MISSION, NOT JUST A

COMMERCIAL PROPOSITION. PEOPLE ARE PEOPLE, NOT JUST

CONSUMERS.”

- Gareth Kay

“BE CURIOUS. REPLACE FEAR OF THE UNKNOWN WITH

CURIOUSITY.”

- Gareth Kay

“HAVE A HEALTHY APERTURE. PLAY OUT OF POSITION.

GO OUT THERE AND DO THINGS!”

- Gareth Kay

“BE INTERESTING. STICK TO WHAT YOU BELIEVE IS RIGHT.

BE BRUTALLY HONEST. INVOLVE THEM EARLY IN THE PROCESS.

GIVE THEM SOMETHING INTERESTING EVERY DAY.” - Gareth Kay

IN THE RELATIONSHIP WITH CREATIVES:

Thank you!

@amrsalt @amrsalt

sa.linkedin.com/in/asallam/

Amr.sallam@gmail.com