Breaking the Rules
Thursday, October 6 at 11:30 Lecture & Panel
Breaking the Rules
What is the point of being creative ?Peter Mead: "Creativity is the only unfair legal advantage a business can use". Providing new solutions. The value of unpredictability in football. Competitive context for clients - horrific.Mistake is to think "safe" is "safe". Return on Investment for traditional marketing in the UK. Most advertising is a scandalous waste of money. Most work doesn't work. "The good is the enemy of the great" - Frank Lowe.
How do you sell great work to clients ? Three approaches.
What do we mean by "great"? How can you judge an idea ?
There is always a reason NOT to run a great ad - and that is why you should run it.
This point illustrated with the 7 greatest TV ads of all time.
What about non-traditional ideas ?
Some great examples from the past 3 years.
It all starts with the brief.
Rules for writing a great brief. The secret of lateral thinking.
What makes Nike's advertising so brilliant ?
How can you produce unique work ? Some quotes and tips about creativity. A simple definition of great creativity.
A final tip. Location: Emerald Hall
