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The Creative Agency - An insider's take
The document discusses the principles of working in advertising, emphasizing the importance of believing in and fighting for one's ideas. It highlights the need for creativity, teamwork, and the ability to question norms while developing compelling campaigns. Furthermore, it describes various roles within advertising agencies, such as account managers, strategists, digital specialists, copywriters, and designers, each contributing to the creative process through collaboration and insight.
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Discusses the importance of creativity, belief in ideas, breaking norms, teamwork, and persistence in advertising.
Describes different roles in advertising like accounts, strategists, digital, copywriters, and designers, emphasizing their responsibilities and skills.
Highlights the characteristics of impactful ideas and the brainstorming process essential for generating creative concepts.
Affirms the significance of core beliefs in advertising agency dynamics and the essential traits for success.
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The Creative Agency - An insider's take
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- 3. If you haveideas,you should try working in advertising. In fact every person in the world has ideas, but most of the time people just: ‣ don’t believe their ideas have worth ‣ don’t fight enough for their ideas. If you want to be successful in advertising,you have to believe in yourideas and fight forthem. *ad agencies self-promo
- 4. Zag,when others Zigis the motto of one of the most creative agencies in the world - BBH. The fact is - being against the norm is the natural state of most creative people.They are just wired to brake stereotypes and cliches.And that’s what makes them so effective in problem solving.The question is: how do you make a bunch of unconventional thinkers follow the agency’s vision? The answer is simple: you don’t. If your vision is good enough, people would follow it naturally.And when everyone believes in the vision, Nothing is Impossible.
- 5. Advertising offers unlimited possibilitiesto make your ideas happen.You just have to want it and - what is most important - do it. Advertising (as well as History) is full of big things that happened only because someone decided to put action first and leave the “is- that-possible” for later.
- 6. We often getboring briefs that we have to transform into meaningful communication. One way to still get big ideas out of a brief that seems uninspiring is to question everything. Kids do this all the time.They are full of WHYs and SO WHATs.Try and do this until you find something interesting to work with. The minimum you should find out: 1/ what is that you want to achieve (your goals) 2/ a valuable truth for the product/service that you want to share with others. Only then you could start thinking.
- 7. Advertising will makeyour brain work faster and harder that anything else. Everyday.All day. And it has no workingtime. Ideas could come from everywhere, anytime - on the way home, in the bathroom (pretty often), when you sleep…you just have to write them down as soon as possible.
- 8. Ideas have noage. The same applies for people working in advertising. We don’t care how old are you. What we care about is: ‣ are you devoted or apathetic? ‣ are you a doer or a grump?
- 9. In advertising youoften have to make decisions even when you are not sure what’s right. You have to trust your inner voice and convince both your colleagues and your client. To do that you need courage and persistence. And yes,you need balls. Not golf ones.
- 10. Think Big! Cliché, butstill true.As Leo Burnett said: “When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.”
- 11. Stayhungry,stayfoolish! The moment youthink you know everything is the moment you know nothing. In advertising knowing is useful, but what is really indispensable is learning how to forget everything and start every task with a clear mind. Like kids do. And if there comes a moment, when you are not hungry for new ideas anymore,you’d better change the industry. There are so many quieter jobs out there.
- 12. Character is amust - you are supposed to break dogmas and overstep limits. It’s absolutely ok to be individualist and fight for your ideas. The thing is your best ideas won’t be yours, but the product of good old teamwork. That’s why you have to be both true to yourself and a team player respecting and trustingyourteam.
- 13. Advertising is ahell. At least for those don’t like multitasking, dynamics, strange colleagues, crazy deadlines and a constantly transforming environment. For the rest of us,the above is just another day full ofpossibilities. Hello, day!
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- 15. ACCOUNTS: These guys arethe connection between agency and client. Multitaskers, collaborators and fierce guardians of good ideas.
- 16. Theyhavethe whole picture- client’s business, competitors, market changes, consumer behaviour, what people love and what they hate…
- 17. They have alltheanswers: on creative, business and even personal matters. That’s why they are here.
- 18. They understandthe businessside of everything.And they are passionate about it. That’s why clients trust them when they present concepts, strategies or ideas.
- 19. Theyareverygood with numbers.In a creative way.
- 20. STRATEGISTS: They give thestrategic foundation on which ideas develop.They know people and what makes them tick.They understand the client’s business.
- 21. The time ofone-size-fits-all has gone.At least in advertising. We need to find the way to connect with every single person.And this is the role of the strategy planner - to know and respect the differences ofeach social group and everyperson.
- 22. Strategy planners lookforthe hidden meaning. That’s why they ask lots and lots and lots of questions. They know how to talk with people and how to feel with them. They understand their clients’ business and they never stop reading and learning. They dig for human insights that could unlock the client’s business problems. They give every brief the direction that would guide the creatives to the big idea.
- 23. DIGITALS: They collaborate withcreative teams to create and deliver digital and content- driven campaigns.
- 24. They stay ontop of technology changes to ensure clients are always ahead of the curve on digital and social. They understand the human side of technologies.
- 25. Theyare passionate aboutcreative technology stuff. They help, educate, inspire and lead the process, when digital technologies are involved.
- 26. COPYWRITERS: Thinkers first, writerssecond. They use words to shape concepts.They use storytelling to make ideas matter to people.
- 27. A word playis their favourite one.
- 28. They tell engagingstories.The more real they get,the better. They read a lot.They read everything. They always have the last word.
- 29. DESIGNERS: They think inpictures. Together with copywriters they create ideas and concepts.They design, and take care of the art direction of all visual elements.
- 30. Theirimagination is wild.Andcontagious.
- 31. They convey abstractthoughts in a simple yet powerful way. They make sure ideas are told in a visually captivating way.
- 32. They have styleand theypay attentionto details. They easily visualise even the most difficult assignment.
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- 34. ‣ Based oninteresting and real human insights ‣ Simple, most of the time ‣ Unexpected ‣ Reveals a surprising point of view ‣ Lets you have fun with it
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- 36. Brainstorming or searchingfor ideas in a team session is the most widely used method for idea generating in an advertising agency. To do it,you need a dedicated team, a cosy place, a motivating brief and something to eat (a drink or two might be involved too).And you need to follow some rules.
- 37. ‣ No criticisingduring a discussion. ‣ Everyone participates. ‣ The faster,the better (long sessions kill creativity). ‣ First you go for quantity.Then you refine for quality. ‣ Crazy ideas are super welcome. ‣ Short discussions, more time to share ideas. ‣ Upgrade each other’s ideas (you start, another one adds something, someone else wraps it up). ‣ Energy generates energy. ‣ Write down everything. Ideas tend to evaporate quickly. ‣ Make a selection right after the brainstorming or leave it for the next day. ‣ Never forget the brief.
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