Critique/Recap

JOMC 271 • Spring 2013

Creative Brief

• Why are we advertising?• Whom are we talking to?* • What do they currently think?• What would we like them to think?• What is the single most persuasive idea we

can convey?• Why should they believe it?

Know your audience

• For your ads AND for your book.

“Make your own website.” p. 325• “Just make sure it’s easy to navigate

and that the load times are minimal or nonexistent.”

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“Don’t show just ads. Show cool, big-ass ideas executed in a lot of different media.” pp. 322-323• “Keep in mind that the same idea

sized to fit newspaper, then outdoor, then online, is not a campaign. In fact, that’s where the word brochure-ware comes from, trying to drag a print-based idea kicking and screaming into the digital space—by the time it gets there, it’s dead anyway.”

“Come up with monstrous ideas, not just monstrous ads.” pp. 316-318• Ed McCabe: “I’m not interested in day-

after recall of ads. I’m interested in 10-year recall.”

“Fill your portfolio with campaigns, not one-shots.” p. 312• “And remember, the best campaigns

aren’t three one-shots strung together by a common typeface, but one big idea executed across a whole bunch of different media.”

Where do you go from here?

The T-Shaped Ad Person

Art Direction

Typograpy

Design

Software

Photography

Video/Film

Code (HTML, CSS, Javascript)

Acct. Service Creative Media Planning / Buying

Research / Acct. Planning

Required Reading

If You Only Read One Book

Read the Classics

Anything by

David Ogilvy

Read for Your AreaExample: Art Direction

cargocollective.com

OR

Your own site

Learn to code

Get Involved

.Keep in touch.

Recent email from former student

Sent: Friday, April 26, 2013 4:41 PMTo: Hester, Joe BobSubject: Back in DC after 25 Years

Attending the White House Correspondents dinner tomorrow night as a guest of Cumulus network radio.

Last time I was here was for the AAF convention in 1989!