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Re-creating the Creative Industry
INTRODUCTION: CONFESSION OF AN AD MAN When it comes to shaping up for the future, companies - and agencies - like to enroll in high-level value-setting and mission-finding quests. But I don‘t believe that values and missions have much power to change human habits. I look at behaviors instead, asking: What do agencies have to DO differently to Survive the Changes happening now and those coming next? And not just survive, but thrive? Most agencies are built towards a single purpose: deliver superior creative. Business reality now demands them to be project and logistics managers above all else - which they‘re still terribly bad at. Not least because they keep denying it for the time being. This program is not about tearing the heart out of a business that is powered by passion and turning it into another ISO certified service industry. My purpose is the opposite: Show ways how we bring our Passions to their most fruitful use in today‘s business ecosystems.
BUT WE HAVE TO REMIND OURSELVES THAT WE‘RE FAMILY DOCTORS, NOT BRAIN SURGEONS.“ (PETER FIGGE, TRIBAL DDB)
„I STRONGLY BELIEVE IN THE FUTURE OF THE
WHATEVER HAPPENED TO ADVERTISING?
YOU RUN A SUCCESSFUL AGENCY. WHICH MEANS YOU KEEP ITS HEAD ABOVE THE WATERLINE. NO LITTLE THING IN THESE TIMES. YOU WIN AND LOOSE AND LOOSE AND LOOSE. AND LOOSE AND LOOSE AND LOOSE AND WIN. THIS IS YOUR BUSINESS. THE BUSINESS YOU WERE REALLY EXCITED ABOUT WHEN YOU STARTED. FUNKY, GLAMO ROUS AND NOTORIOUS, OOH LA-LA. AND THE EXCITEMENT KEPT YOU RUNNING. UNTIL LATELY. WHEN THAT TALENTED YOUNG STUDENT SAID NO. WITH A PITIFUL SMILE. AND LATER THAT DAY AT THE PARTY. THE B L OND E JUST TURNED HER BACK WHEN YOU SAID YOU‘RE IN ADVERTISING. YES THEY‘RE RIGHT. THE AD BUSINESS ISN‘T WHAT IT USED TO BE. S O M E T H I N G IMPORTANT IS MISSING. THE FEELING. ANY HOPE WE CAN BRING IT BACK?
MONEY? TIME? SUPPORT? CREATIVE? PRESSURE? COURAGE? RESPECT? CLIENT SERVICE? AND AGENCY TRUST? ( STUCK IN A MISERY LOOP ( .
..THE INTERNET? PROCUREMENT & CONTROLLING? MEDIA FRAGMENTATION? CHANGES TO COMPLAIN ABOUT . ? RESEARCH MANIA? CONSUMER BEHAVIOR? SHORT-TERM THINKING? .
.THE INTERNET! PROCUREMENT & CONTROLLING! MEDIA FRAGMENTATION! . OR CHANGES TO BE INSPIRED BY? RESEARCH MANIA! CONSUMER BEHAVIOR! SHORT-TERM THINKING! ..
IN AN INDUSTRY FUELED BY PASSION .
IN AN INDUSTRY FUELED BY PASSION WHERE HAS THE LOVE GONE? .
IN AN INDUSTRY FUELED BY PASSION WHERE HAS THE LOVE GONE? AND HOW CAN WE FIND IT BACK? .
KILL THE RABBIT .1.
TA-TAA! And Clients liked to be Surprised in those Days. But ... We were hiding our Work from the Client‘s Eye until the Last Moment. We presented Ideas like the Magician pulls Rabbits from his Hat. paced by the Wavelength between Presentations and by the Amplitude of Applause. Life in Advertising had its own Unique Rhythm. .Creative used to be a Performing Art.
WHEN WAS THE LAST TIME YOUR PRESENTATION MADE A WAVE? .
MAKE THE CLIENT PART OF THE PROCESS OR LOSE HIM .NOW.
PROBLEM-SOLVING RITUAL. ENGAGE CLIENTS IN A VERY INTENSE / INTIMATE .“ (TOM PETERS) „MAKE CLIENTS AN INTEGRAL PART OF EVERY PROJECT TEAM.
. Disciplines. Learn to be an Integrator of Teams across Companies. Burn the Magician‘s Handbook. Listen before you Speak and Learn to Sell by Buying.NEW HABIT #1: BUY A ROUND TABLE Kill the Rabbit. Listen. Cultures. Listen. Bury the Hat. Enjoy the Fact that Solution is a Process not a Product.
BLOW THE BIG IDEA TO PIECES ! .2.
But the Big Idea is a Thing of the 3TV-Stations-and-2-Magazines-Are-Enough-ToMake-Your-Brand-Famous Past. ! .Deliver. they‘re always short of Ammo. In the Competition of the Umpteen Hundred Daily Ad Messages. These Days. we‘re Obsessed with the BIG IDEA that just keeps going and going and going like a Duracell Bunny. It‘s not Quantity before Quality. Clients keep coming back for more and more and more. Times long gone. It‘s just Deliver .Deliver .In Advertising.
! 1 IDEA H T R A N D DO W N S U U PS FOR A LOOOOOONG TIME THE GOOD OLD PAST .
C. SQUEEZE IT! (DEMANDS OF THE PRESENT) .R.I.‘S & STAKEHOLDERS CLIENT CHANNELS & CONTEXTS REAL-TIME PERFORMANCE TRACKING TIMING IDEAS IDEAS IDEAS IDEAS IDEAS MEDIA IDEAS SEGMENTS & NETWORKS TARGET SQUEEZE IT.A. BABY.
Don‘t let . and be Home Early. Make EOB your Default Deadline. Passion is a Monotask: Only One Brief per Creative at a Time. Earn More. Forget 100%. Every Time.NEW HABIT #2: 24/7 FIREWORKS Cut the Idea Generation Cycle from Weeks to Days. Produce Your Best 80% Ever. then Hours.the Brand‘ be Your Lame Excuse for Repeating Yourself. Sell Cheaper. Produce More. . Instead. Win More.
3. SHUT THE CREATIVE POLITBUREAU .
his Judgement a Guillotine. he is the Centerpiece of our Business Model. Opportunities and Margins largely hinge on his Portfolio. Everybody else is just a Pale Moon. Can there be Happiness in Creative Gatekeeping? C D . His Word is Command. After all. So why are his Moods so erratic. Around the reative irector. The Agency‘s Reputation. his Leadership Skills so raw? Because Advertising is the only Sport that pulls its Top Scorers from the Field and nails them on the Bench to Coach the Team.Agencies are more than centralized.
GREAT GREAT CREATIVES MANAGERS MAKE MAKE BAD BAD MANAGERS CREATIVES 2 INCONVENIENT TRUTHS .
html .at/marginalia/piktos_abfall_070514.Silver Lion 2003 M&M Pitch 2003 BT Campaign 2004 Effie Award 2004 BMW Pitch 2005 Sanyo Campaign 2006 NYF Shortlist 2006 Silver Lion 2003 AGENCIES MAIN PRODUCE IS WASTE Images thanks to Franz Billmayer at http://www.bilderlernen.
Fr u s t r a t i on: HIGH Efficiency: LOW CREATIVE DEPT WEATHER REPORT .
not a Hunter. Leave the Creative Gatekeeping to the Client. Let Them Find Unfiltered Inspiration in the Original Problem. Find a Big Mama to Manage the Department. . He Does it Anyway.NEW HABIT #3: JUNIORS INTO THE FIRE Put Young Creatives in Front of the Client. Allow Your Creative Director to be a Creative Again.
4. LOVE THE PROJECT TREADMILL .
It means: Hand-toMouth Action and Hand-to-Mouth Pay. Now is the Time to Confess . If we‘re honest. . Agencies believe in Strategy and Partnership. our Business has always come in the Shape of Projects. We call them Campaigns. And We Like it that Way. But we find ourselves alone in that Church lately.Project is a Four-Letter Word. based on a perpetual Stream of Briefs and Money.and Enjoy it.
CHANG E NGE CHANGE! CHA ST AB OUT: ACCOUNTS IL ITY ? IN: PROJECTS .
co.Image: www.e-architect.uk DON‘T THINK SMALL OF PROJECTS .
P ct je ro B s ed re Pr je o ge ig Tr ts c P r ct je ro Le s d a to Pr ct je o ow ll Fo s .
LACK OF MARKETING BACKGROUND NOT A DISADVANTAGE. AND HATS OFF TO THE ANAL-RETENTIVE GET SOME SERIOUS PROJECT MANGEMENT SKILLS. MILESTONE FREAK. (TOM PETERS) .
Lack of Marketing Experience not a Disadvantage.in the Long Run‘. WHEEL ON! Hire Project Management Pro‘s.NEW HABIT #4: BE HAPPY HAMSTERS. In every Project Find the Seed for its Follow-Up. Beware of Seeking Profitability . . No Problem is Ever Solved without Uncovering a New One.
5. DON‘T BE SO UNCOOL ABOUT THE MONEY .
But if it can‘t be quantified.Agencies can either helplessly watch while Clients explore the fathomless Squeezability of good old wobbly Retainer Contracts. it‘s probably not their actual Product in the first Place. Or they can go ahead and exploit the Financial Opportunities of Project Work. Most Agencies are terribly bad Negotiators because they believe their Product is so hard to metre and quantify. . Filling the Gap with peripheral Revenue Streams is only a Remedy from the Liquor Store.
! STILL TRYING TO MEASURE THE VALUE OF IDEAS? .
OR ARE YOU RUNNING A PRODUCTION FACTORY? .
NEW HABIT #5: TIME IS NOW THE MONEY (GIVE THE IDEAS AWAY FOR FREE) Erase the Word "Retainer" from Your Vocabulary. Stop Double-Charging Your Clients: No Royalties. Hire Pro‘s to Negotiate With Pro‘s. Stop Whitewashing Your Bottom Line With Non-Core Revenues. Agency Finance Guys Should Be Finance Guys First. Charge Only What Can Be Counted. Time you Spend on Passionately Solving the Client‘s Problem. Count Only What Can be Charged. . Close the DTP Sweat-Shop. Your Business is Selling Time.
6. OH YES. AND THE BRAND .
Brand Management is a Multi-Disciplinary Effort with No-One Really in Charge any more. The Brand is immaterial. In Reality. . Brand Guardians. Brand Champions . In Agencies. It is supposed to be the Guiding Principle of Multibillion Investment Decisions. It is a Killer Argument in Debates and a Master Key in Budget Negotiations. We Believe to be the High Priests of the Cult: Brand Stuarts.Caretakers with a Driver‘s Licence.BRAND is the Holy Word of all Advertisers. yet valuable and powerful. yet reading and handling it should be the privilege of a few Initiated.
THE CROWN OF BRAND CHAMPION IS A FOOL‘S CAP .
BRANDS ARE SYSTEMS OF But who‘s in Charge here? DISTRIBUTED RESPONSIBILITIES .
(NOT EVEN MANAGED) I make and I love it it™ and I love it it™ I use .. THEY GROW (YOU FERTILIZE) .BRANDS CAN‘T BE BUILT ....
Swit zerland ALL LOVERS ARE RIGHT puts parents and kids w here they belong. USA * LOVEMARKS. a lot of funny hours Vivatrinacria. New Zealand IF BRANDS ARE Legos make a certain sound as they are raked back and forth across the floor Anne. On the floor. Brazil I still secretly play Lego at thirty five Zeynep. Italy the player's ideas are restricted due to the brick's design - but in a good way Tanja.most innovative system I’ve seen Buck. NZ * like LEGO Nothing gives you the same freedom Alan. Turkey . Together Anne. USA when building brick BBQ you know to overlap the blocks to create strength in the structure Sara h.
NEW HABIT #6: DO THE LABOUR OF LOVE Avoid Brand Discussions. (See 1 and 2) Abuse the Brand. Tease her. (Futile and Dangerous) Don‘t Try to Find the Brand Truth. Squeeze her.0 Beats Focus Groups) . (Labour of Love) Spare Her the Slow Death of "Consistency". (There are Too Many) Better Draw the "Customer" Argument. (Kills Passion) Found a Brand Lovers Club and Host it. (Web 2.
NOW WHAT ?! .
reative d.presentation magic b-i-g idea c.irection account management steady income brand champion (to be) client collaboration ideas ideas ideas empowered frontline project management power-selling every hour brand worker (like all) 1. CHECK YOUR HABITS (BE HONEST) .
IDEA GENERATION BRIEFING = STICKER NOTE DELIVERED BY CLIENT FACE2F WITH CREATIVE TEAM IDEAS BY SUNDOWN (AS MANY AS P) IDEA SELECTION & REFINEMNT AGENCY/CLIENT JURY SECOND CREATIVE TEAM TO REWORK BACK TO FIRST TEAM TO FINALIZE 2. THEN RE-DESIGN YOUR HABITS (BE CONCRETE) .
. but Nothing more than advertising Advertising.We‘re the fastest guns for hire We‘re cheaper AND faster We‘re faster AND cheaper -----------------------Simply .. REFRAIN FROM SLOGANEERING . more than ever why is this so f___ing hard? 3.
DON‘T TRY TO CHANGE THE WORLD IN A DAY .4.
-99. GO OUT AND EXERCISE .5.
THANK YOU EVEN MORE FOR FEEDBACK TO: MAIL@LOKOMOTIVE.NET .THANK YOU FOR READING.
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