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.