Strategy? What strategy?
I've been looking at students' portfolios and seeing a sore lack of strategic thinking. Seems like the emphasis is on coming up with 'creative ideas' - with little consideration (I'm being kind here) as to whether the idea means anything to anyone other than the creator. Sigh... And even these kind of ideas are rare. Most are just trying to be so clever that they end up incomprehensible.
In the old days, creative people started work by looking for something good to say about the product. They took the time and trouble to understand what the product can do, how it affects people's lives and why people would want to buy it.
Nowadays, advertising students seem to be out to prove how clever they are, instead of how great the product is. So they end up with ads that are clever but shallow. I think true advertising calls for deeper thinking and sharper insights.
So for fresh grads who want to improve, I'd say get to know people: really, really get to know what they want. Talk to them, listen to them and find out how they really think and feel about things. (Like how Sue spent time getting to know her security guard)
That's where you'll find the great ad ideas.
Not in award books, but in people.
In the old days, creative people started work by looking for something good to say about the product. They took the time and trouble to understand what the product can do, how it affects people's lives and why people would want to buy it.
Nowadays, advertising students seem to be out to prove how clever they are, instead of how great the product is. So they end up with ads that are clever but shallow. I think true advertising calls for deeper thinking and sharper insights.
So for fresh grads who want to improve, I'd say get to know people: really, really get to know what they want. Talk to them, listen to them and find out how they really think and feel about things. (Like how Sue spent time getting to know her security guard)
That's where you'll find the great ad ideas.
Not in award books, but in people.
posted by 95% The Advertising Academy at 9:43 PM
4 Comments:
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1. yeah you can research all your assigments at hand. The big quesiton is can you come up with great ads afterwards? ( this is about ads right?)
2.two words. Central Truth
Hi Wong,
1. I think research or questionnaire or even just chatting to people who are the target is very important for each assignment. It will give you a deeper understanding of the issues you need to tackle in order to crack the brief.
2. Yes, you are right : the strategy determines what you want to say in order to attract the customer. It could be about the benefit of using the product, it could be about the personality of the brand or it could be just to make a personal connection with the target audience. Different brief will require different ways of thinking.
That's why I love advertising! Always got new problem to solve.
Hi Rae : yeah, man! Betul juga.
Two things that are so bloody important in creating ads. PEOPLE AND STRATEGY.
Otherwise, we'll just be fighting over nothing and creating ideas based on nothing.
Sue here....heheheh
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