Intro to Ad Concepts SVC week 1
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Transcript of Intro to Ad Concepts SVC week 1
I (USED TO) GET PAID TO COME UP WITH IDEAS AT AN AD AGENCY.
A Day In The Life O’ Me
COLLABORATION
Brainstorming
Focus groups
Perfect partners
clients
I do get some alone 8me. With headphones on. And people interrup8ng me every 2 seconds.
Work/life balance
33 MINUTES !"r #$%.
Hooray, production time!
My career: D&'b (&)*?
THIS IS WRITING:
I write to this:
Advertising has changed.
FunnyCool
SmartSimple
UsefulBudweiser Wassup
FunnyCoolSmartSimpleUseful
Tesco Homeplus Subway Virtual Store
Advertising hasn’t changed.
“Clients don’t pay us !" wr#!$, %$&#'(, )*(*'$, "r +r"%,-$.
They pay us for our brains.”
WHAT I’VE LEARNED:
IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. !
IF YOU HAVE A GREAT BOOK YOU WILL GET A JOB. !BUILDING A GREAT BOOK IS HARD.
EVERY CREATIVE IS DIFFERENT.
THE ABSOLUTE BEST NEVER STOP getTING better.
MOST ADS YOU SEE ARE NOT GOOD. MOST BAD ADS ARE DONE
BY GOOD CREATIVES.
('+,) BRANDS DON’T CREATE THEMSELVES.
ART
CRAP
CRAP TO ART RATIO STARTS AT 1000:1
“That is soooo on strategy!!!”
JUDGING WORK & THE BIG IDEA
FIRST, YOU TELL ME.
IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? IS IT EXTENDABLE?
But is that $(",'.?
ADS MIXED WITH EXPERIENCES MIXED WITH SOCIAL MIXED WITH???
IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
Evaluating advertising vs. social ideas
ADS: “WOULD THIS IDEA RESONATE WITH ME?”
ADS: “WOULD THIS IDEA RESONATE WITH ME?”
SOCIAL: “WOULD I DO IT?”
0.5% proportion of fans !*/0#(' *b",! * br*(%
on Facebook.
#1 reason People say they interact w#!. -")+*(#$& "( &"-#*/ &#!$&:
“Mobile devices and social networks are tools. they can no more have a strategy applied to them than a
carpenter can have $ -$w $.# /$''"r -,r$,"0%.”
1$ W*// S!r$$! J",r(*/ r$+"r!$%
Pepsi & Diet Pepsi each lost about 5% of their market share. Pepsi dropped from #2 to #3 for the 1st time ever.
WHAT I EXPECT:
1) NOTHING
WHAT I EXPECT:
1) EFFORT 2) PARTICIPATION 3) LISTEN & DO
WHAT I HOPE for:
Keep the ideas big
$.# ,/" -*",)/"- (1+".
INSERT IDEA HERE
INSERT IDEA HERE INSERT IDEA HERE INSERT IDEA HERE
Assignment #1
PARTNER UP (:20): 1) FIND ONE GREAT AD IN AN AD PUB 2) FIND ONE BAD AD IN A REGULAR PUB 3) JUDGE & SHARE WITH THE CLASS
IS IT INTERESTING? IS IT RELEVANT? IS IT UNIQUE? Is it extendable? IS IT USEFUL? DOES IT SOLVE A REAL-world PROBLEM?
Assignment #2
First, we need two small business categories.
First, we need two small business categories.
1) Set up a FAKE Twitter account. 2) Fill in the bio & add a photo. 3) Post your first 3 tweets. 4) Go follow @brainpunch This should take you 1 ½ to 2 hours.
