"Every day we are the target of between 1,600 and 3,000 ads, as well as countless commercial messages advertising. However, the day after we got only remember three or four of them. " Michael Newman
The company launched new routes and services of the mark: Saatchi Interactive, Saatchi Direct and retail branch Team Saatchi. In a few years, the subsidiary of Sydney created more shareholder value than large venues such as London. Between the year
1998 and 2001 S & S gained more economic benefits than ever in Australia, also became the creative network most awarded in the region and the ads of Toyota Australia began to export to other delegations from S & S in Asia and the United Kingdom. The considerable increase in the number of employees of the agency gives us a measure of the success of Saatchi: early 90's only employed about 87 people, while in 2001 the figure had nearly doubled to 160.
Australia had finally become a net exporter of global advertising, both in terms of creative work as strategic thinking, while the syndrome "No-Invented-Here" endemic advertising began to blur. It was recognized that a good idea can originate anywhere in the world, whether in South America, Southeast Asia or Australia. Newman's advertising agency showed that it can lead from the periphery. Within these accomplishments are the simplicity, humanity and humor are some of the fundamental intellectual qualities that served as guide and inspiration to the reinvented S & S.
The "Brandscape" The author plays with the words "landscape" (landscape) and "Brandscape" (landscape marks) to describe the surrounding world. He believes we live in a "Brandscape", since each days are a target not only between 1,600 and 3,000 ads, but also of countless commercial messages advertising. However, the day after we got only remember three or four of them. As citizens of the society of over-information, we have learned to switch off advertising for our brains and therefore most of the ads go unnoticed. For most consumers, advertising has become a serious case of contamination is always undesirable because everywhere (radio, television, press). To advertise effectively in this environment, we must first address the negative side: the advertising is not the reason why people purchase the newspaper, on the contrary, it slows down the news and, therefore, is "almost as well received as a seller at home." "Hell of publicity" surrounding us ...
According to the author, "in the XXI century, the basic relationship between the product and the consumer has morphed into something quite new." There is an emotional bond between them. Users of the same make up a kind of community that guides the destiny of the producer, who can only hope to direct the choice of consumers from the shadows.
the irreversible transfer of power from companies to consumers is a sign of our time and advertising must respond to cope more flexibility, being more collaborative and engaging in dialogue with their customers. Favorite brands, which have the advantage, they rely on their ability to convey feelings that in turn is reflected in positive benefits for shareholders. The feeling, the author writes, is the message.
Marketing professionals have given little attention to data, forgetting understanding, deepen their knowledge and connect with the human side of people. If marketing is done, especially as large companies, has died, an overdose of data could be the murderer.
also ue big words start with "i" (ideas, intuition, inspiration, innovation and imagination) seem to be falling victim to an overdose of another word that also begins with "i" information. The consumer choices are more a matter of emotional intelligence that IQ. Many of those involved to try to control marketing of their brand communications rationalize from the conscious, ie using the left hemisphere of the brain. However, according to scientific research, when people make decisions using your right hemisphere. In other words, their decisions are more emotional than rational. To succeed, brands must play a chord using a form of thinking "magic creative and emotionally shocking. "
Lesson 1: Simple
In the current landscape of brands, marketing managers compete to get people's attention. We could say that we are in an attention economy. Its first task is to get public attention, and then use it in the best possible way. As young children, people suffering from attention deficit and lose interest so quickly that, at present, a film must create a climax strong argument in 19 minutes while the scene that appears before the opening credits of a TV series when to have an irresistible attraction, and even the headlines that have less than 10 words are more widely read than those of greater length.
ideas should be really easy to reach people. Simplicity itself is a supreme principle summarized in the topical and informal management standard: "KISS" which means "Keep it Simple, Stupid" (simplify it, you idiot!). Billboard ads are perfectly simple and straightforward idea is almost always a better idea, with the advantage that will shine on any budget. A valuable advice on this particular author is accustomed to the question: "What is the poster for this idea?" Regardless of the means used, it is useful to illustrate the idea in an image or expressing a headline in one line.
Things that seem simple are often the most complicated in the same way that achieving simplicity is not without its complexities, but often lead to fruit production test ideas, ie ideas that will not be shattered by a low budget or by poor production standards. To achieve simplicity to be edited mercilessly at every stage of the process until only the essentials.
The problem of big ideas is that they attract followers quickly and therefore lose their meaning. If an ad is part of a trend, not only does not stand out but also has an expiration date because the fashions are fleeting. In addition, most end up looking like ads and ignored. According to studies by Saatchi, the ad "ads" are "actively avoided by the modern eye, the brain unconvincing XXI century, and considered patronizing by a seasoned and suspicious audience." Logos (especially larger ones) will only worsen the situation.
People are instinctively trained to avoid the ads and the only way to counter the automatic reaction is to be entertaining, stimulating, intriguing and immediate. According to Newman, there are two types of advertising, the great and invisible. The great advertising adds five to 15 points to gains for shareholders, while advertising invisible only a high cost. Despite the difficulty of defining them, the big announcements have a new twist, are relevant and generate positive feelings.
Lesson 2: A word
Advertising should be regarded not as part of the service sector, but as an industrial sector whose final product is ideas. The feedstock in the production line is a report that the customer defines the guidelines. Most reports are based on objective data and lack a human touch, have an excess of information and absence of inspiration. Many agencies have followed a report model in which several people have to agree on what the ad should say, so the most important part of the report was "unified proposition" or "single-minded proposition" (SMP , for its acronym in English), which was later replaced by a "unique selling proposition" or "unique selling proposition (USP), which in turn many agencies have replaced by" emotional selling proposition "or" emotional selling proposition (ESP).
Great creative reports must reflect commercial activity that revolves around the need to advertise, clarifying what the changes pursued in the branding or consumer attitudes. This leads to open plan reports, leaving the field open to escape the commonplace.
Shoot down all prejudice is a challenge in itself. First of all, to fulfill the promise of doing so should avoid stereotypical descriptions based on consumer demographics. It is much more useful to imagine someone you know. The next challenge is knowing the customer and their products, which leads away from all the topics and ask questions to get answers original original. Most ideas are based on previous experience, so that to be truly original to be discovered details that have been ignored previously.
could talk to people who love the brand and find out from your response that is specifically what the brand offers. One should aim to seriously find a word to brand and position in the minds of consumers. That one word that automatically come to mind when people hear the name of the brand. For example, the Toyota HiLux is positioned in the minds of Australian consumers as "unbreakable", the Corolla as "reliable", the Celica as "performance" and the Landcruiser as "invincible." In fact, these four pillars support the "temple strategic" Toyota worldwide.
Lesson 3: Enter the visual media
All human cultures are cultures of beauty. The beauty soothes the savage beast. Apart from being attractive to the eye, the vision of beauty for the mind acts as a signal that should be left to evaluate, select and critique. The design is an open door to the atavistic attraction. Advertisers should analyze what people actually look, what to look for and how they look, because a product is just a reflection of your brand which in turn appears refracted in the ads. It has been estimated that the ads have 1.5 seconds to capture the attention of readers. So, to get the message receiver advertisers should disclose their purpose as clear as possible. David Ogilvy advised not to use more than three elements in a design because the more information is made on an ad, the less I understand people.
That which is removed from an ad is actually making it more powerful. Therefore, the trick is to minimize distractions subtracting elements. System of priorities of care "is a term used for the design conforms press editorial guidelines. Is to design the cover of a newspaper as if it were a package, placing a prominent place in the best photography and most powerful owner and hierarchically ordered child elements.
"The human brain image intersects infinitely faster than decoding the words. A visual image takes a quarter of a second to get into our conscious perceptions. " Michael Newman
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Since the human eye is programmed to move to shake, your ads must match the mechanical eye directing the eye to flow in a specific direction: "1-2-3-and-4", based on color, shape and layout of the ad. In some ads, the headline should read first, while in others the images are first and then read the headline. The words and photos are two halves of a whole. Newman exemplifies the use of both in an advertisement that consists of four elements of the rules of priority system of care: the number 1 represents the image, the number 2 to the holder, the number 3 to the logo that is usually located in the lower right corner and the number 4 to copy.
With just 1.5 seconds to catch the eye care, the ads should be as simple possible. A large number 1 calls attention to the number 2 is read quickly, then the eye looks for the number 3 and quite often ignores the number 4. Add a fifth element (number 5) would weaken the impact of the numbers 1, 2 and 3. The sales department occasionally want to add a line at the base which contained the addresses of the distributors, which would result in an item number 6 matted in small print at the bottom, overloading and driving the eye to go away. We might even find a place for an item number 7 molded style somewhere in the composition, but the more elements are included more difficult it is for advertisers to offer readers information to digest. You can add more pictures (Nos. 8, 9 and 10), and the inevitable sign of "new" crossing diagonally (number 11).
At this point, it should reconsider the issue and return to the top: the images, the holder and the logo. The more it looks like a poster, the faster you reach the message to the public. Can you see the name of the product and thus also save the logo? Or what is more: Can you tell all the image? The human brain image intersects infinitely faster decoding words. A visual image that passes through the retina takes a quarter of a second to get into our conscious perceptions. When you look at an ad, humans already have enough distractions to bother to look at children. Enter visual ideas. The ambiguity and surprise are what drives people's interest.
Lesson 4: Venda stories, not advertisements
traditional ads were guided by a philosophy of "because we can", ie trying to sell convincing the consumer of the product's qualities. However, the magic words today are "because you want it. "Brands are to establish human connections with the intention, not by product attributes. We live in a hedonistic society that revolves around the individual, who makes every day a" test of relevance "asking before taking a decision Shopping: "What is important to me?" "What I want from life?" People are becoming more absorbed in themselves, their family and their safety. Therefore, through advertising we sell the idea of \u200b\u200ba brand, not the product itself.
We appeal to the deepest emotions of people to move them to act, to make them fall in love with images of themselves reflected in our brand as teenagers fall in love with their idols. Trademarks play the role of emotional motivators in purchase decisions, so, according to Kevin Roberts, should evolve sentimental trademarks to brands. And within this process, we must build original thoughts. Human beings have an inherent desire to complete a communication loop for themselves: they enjoy thinking, guessing riddles, participating and sharing your light with others to be excited and engaged. It's all part of their "cognitive need."
Right now the marketing needs change it back to the era of the "Storyteller", needs to move its focus from the Information Society to the Society of Dreams. People only read what interests you: a book, magazine, newspaper article, and sometimes an ad. Advertising texts are home to fairy tales. Even in a small space can have a short story. The author uses his experience to ejemplificárnoslo advertising by some of the stories they created for their advertising campaigns, such as the story of the Toyota Landcruiser, Van Snowy River "based on the Australian epic poem" The Man from Snowy River "- o the Bruce of Australia, a modern version de Lawrence de Arabia a la australiana.
Al contar una historia, siempre debemos tener presente al receptor y cómo encandilarle para que se quede con nosotros hasta el final del cuento. La primera frase debe ser tan fascinante como el titular. Un montón de recompensas se debería diseminar por todo el texto: bromas, juegos de palabras, acertijos, etc. Los subtitulares deben utilizarse con moderación para tirar del ojo y también se debe introducir más acción que descripciones. Asimismo, es aconsejable incluir un párrafo por pensamiento en pro de la claridad y utilizar el presente de indicativo y la primera persona con la finalidad de que el texto publicitario se parezca más a una historia que is written as it was told.
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Lesson 5: Be an evangelist for the ideas
Advertising aspire to be used for memories, but now should "aspire to fame." The aim is that people talk about our brand because word of mouth is still the most effective advertising. 80% of purchase decisions are influenced by personal recommendations.
communication itself creates value, what the Japanese call "the invisible benefit," that something extra perceived in the strong brands and therefore worth paying more. People feeling positive toward a brand whose advertising is famous for experiencing a sense of belonging to something special. As the slogan of a brand, should be placed at the top. A good idea is to include the brand name in the slogan for what the author calls a "esLOGOn, as does Coca Cola. A good slogan can become a mantra for the brand, a basic principle for employees, a philosophy for the company and half to lead the entire corporation to market an emotion.
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Lesson 6: Power up a trigger, use TNT
A "trigger" is an idea designed to trigger the underlying topics in a campaign for everyone to talk about his upcoming release, as well as to capture the attention of "free media." Not intended for spoiling too much real campaign, it is a separate exercise whose mission is to soften the market, a target in preparation for the advertising will follow. In this case, the latest announcement will be prepared once the campaign is ready.
After turning on the trigger and launch the campaign, the next time you come to meet us is to use dynamite, or what is the same: make announcements TNT (topical and tactical). These ads make up most of the topics of conversation from popular culture, which is a testament to the success of the campaign.
Lesson 7: Wit invites participation
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The humor makes an advertisement is most likely to be repeated verbally. Using humor, a brand personality shows his humanity, establishing a link with the public personality of the brand and making a bridge linking the public with the product. In addition, the humor has the ability to reach audiences in a way that no other sales tool fails to do so.
Many customers like to use humor in their advertising campaigns, but fear not represent well the seriousness of your business. The irony is even more misunderstood and often is viewed with suspicion, but is also a form of tune with the public.
Young, meanwhile, want to be accepted by their circle of friends and at the same time stand up to their parents. Seek brands that make them feel "cool" and connect with ads that break stereotypes and break taboos. At a time when older teenagers never die (at present, an individual of fifty years, feels closer to another thirty to sixty one) and teenagers are getting younger, we can not underestimate the power of " be cool. " Nike's global campaigns have achieved their success reaching a wide variety of "teenagers" of all ages.
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"The ads need to be fun because the boring advertising verbiage exposes us to the danger of losing the listener at the critical moment." Michael Newman
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In the UK much of the advertising aims to be intelligent and admired, while the Australians love their irreverent wit and are . The truth is that most of the ads are funny advertising purposes, but few really funny ads.
Humor is the genre to which many writers resort to radio advertising material in order to capture the attention of listeners, since the sense of humor can soothe even the most aggressive political messages. The ads need to be fun because the boring advertising verbiage exposes us to the danger of losing the listener at the critical moment. However, few writers of radio advertisements for comic writers equal to that prepared the station's morning show. It is a good idea to hire one of them. The litmus test for a good material for radio advertising would be fun even when Account Executive read it aloud.
Lesson 8: The property generates wealth
brand properties such as the Marlboro Cowboy, the Michelin Man or give Ronald McDonald a trademark physical presence in the real world beyond the product itself, creating the brand that creates a tangible benefit value. Can be summarized in the equation "Product + Personality = Brand." According to an article in The Economist, "Intellectual property is the oil of the twenty-first century." Brand properties are assets of the brand which gives life, ie, they are moving engines to produce benefits. The difference between a property and an asset in this regard is that the property is best adapted to communications, so people can make a personal connection with a property of the brand. Words can be a property of the brand.
Due to their lack of control over the image of the goods stored and sold, multi-category retailers find it difficult to create brand associations that leave a mark. Combining traditional functional benefits and emotional benefits of a relational property of the brand can offer retailers a bonanza to consumers. Such enhancement of the brand is much more valuable to many companies focus on core business.
addition to the above, the properties of the mark may be used against the competition. It is a way to reposition the opposition, the negative properties of a mark may be attached to your product. An example is the election advertising campaigns that often exploited the negative properties of the opponents.
Lesson 9: Ideas largest ads
If ideas are the currency of the future, restrict the ideas of a brand advertising is fairly limited. Marketing ideas que no están ligadas a los medios de comunicación tradicionalmente utilizados para hacer publicidad han sido utilizadas durante décadas, pero se les denominaba relaciones públicas. Un ejemplo de este tipo de idea es el de poner música de acordeón francés en una tienda de bebidas alcohólicas, que según han probado los investigadores vende más Chardonnay francés.
En 1998 el huracán Mitch causó serios destrozos e inundaciones en Honduras; como parte de una campaña patrocinada por la UNICEF, en Sydney se marcaron los niveles a los que llegó la inundación en los muros de los edificios públicos y en los terrenos en obras se colocaron carteles que decían "El Hurricane Mitch left entire countries like this place. "The real world meets publicilandia by ideas which, how are you-are larger than the ads. But becoming a public space invader is not without risks. When done brilliant way people will always remember what he has seen only once, but if done poorly, it becomes a public grievance.
The time spent in an advertising office is not necessarily productive. Creativity is not a linear process. So when the creative service receives the request from the client, you may find an original idea in any stage jumping lateral.
After leaving the agency about the campaign during the meal or even talk about it in front of a couple of beers at the bar are part of the process by which produce many creative ideas. Free association and brainstorming (brainstorming) also play an important role, although they have some disadvantages. For example, brainstorming can sometimes get to be exhausting and many groups remain a good creative flow.
The creative is a trademark attorney and the public is the real jury, so the creative work is not selling the product itself, but to sell the story customer. The vast local advertising is an art based on universal principles and writing ads is to harness the daydream. In fact, the parallels between the dream and the creative state are many. In the creative process, "the first thing you do is point to the moon. Although you miss, the land among the stars," writes Newman. Moreover, the ideas in their embryonic stage are very vulnerable, so it is important not to be too critical at this early stage. Furthermore, there is no right or wrong in the creative stage of the process of thought.
Despite the difficulties of writing about hopping on one leg in a linear text, the author tries to give some tips on how create big ideas with a collection of thoughts boot buttons, machinery of ideas, tricks of the trade, creative habits and some tips from the great creative talents that will be useful to the reader to make their own creative leap.
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The creatives are so observers can recognize an idea in places where others do not see them: (1) One of the best places to find inspiration is the brand itself: use the product , ask someone to do a show whose job is to sell the product to real customers or come to the place of manufacture.
A factory tour arouses mixed feelings in creative, some visits may be a treasure chest for inspiration while others could be tedious. Anyway, visit the client in their environment provides a closer look at the personality of the company and the brand. Toyota values \u200b\u200bboth field experience on several occasions have been creative to Toyota in Nagoya, Japan. (2) A visit to the market or actual users of the product can be a source of inspiration for a good idea for an ad. (3) Another way to generate angles is to make the 5 questions: How? Who? When? Where? and Why? Answer each with a different idea force you to examine each side of the experience of the product from the point of view of consumers. (4) Some successful creative work by making a list of all the "truths" of the product which they occur and synthesizing them in the shortest possible sentence. (5) Others prefer to read comics to reach the right state of mind that lets them discover shocking details.
As for the formulas, some advertising agencies are responsible for identifying a number of "creative paths" or techniques to generate ideas that will list and briefly describe the following lines: 1) Problem / solution: The challenge for the creative is not to focus on the problem and remember that what we are trying to sell a solution. 2) Demonstration: provide visual proof that the product works and do it in a convincing way. 3) Comparison: If the trademark has a competitor, exemplifies the benefits of your brand dramatically. Or try to make a comparison with an earlier version of their product or other ways to use it. 4) Analogies: When you can not directly demonstrate how the product works, you use something in place. For example, the beer glasses can be used to represent the visual distortion caused by excessive consumption of alcohol. 5) visual symbols: As in the previous case, you can use a visual symbolic and give it humanity. As part of its fundamental vision of the world, people love to give life to inanimate objects talking dogs, moving pencils, books that sing, etc.. 6) Talking Heads (Talking Heads): Someone who speaks directly to the camera, but the thrills are not creative, just a matter of putting magic. 7) Official Spokesperson: Use a representative of the client company, an expert or a celebrity to symbolize the product or its benefits. 8) Testimony: An objective review by a user or an expert. Invites skepticism, but usually works. 9) human stories built around the product, a technique that involves trade talks. In general it is more a "slice of publicity" that "a slice of everyday life", hence the need to serve it with emotion and humor. 10) Fragment of a movie: involves borrowing a snippet of a movie known or style of a movie to make a mark on the protagonist of the story. A parody of a parody would be hilarious. 11) Music: The soundtrack can become the idea itself. If you use a song that already exists, it is preferable to preserve intact the lyrics because the music makes up the collective memory. As for the jingles, rarely are exceptional and, moreover, it is up to compete with the best composers in the world. 12) Images METICULOUSLY: A great director of photography known to wrap the mark in a certain sense. 13) Technology: If pioneered a new technique achieves significantly identify with your product, you can produce something beautiful and original, but be careful not to exaggerate the production to the point that the public will forget the brand. 14) Children and animals: Ads that include them are enjoyable to watch, but they also have significance. 15) Humor: Write ads that make people break out laughing. 16) Ask "What if ...?" And give nonsensical answers. For example, "what if the best soccer players in the world were all together in a team and had to fight against evil supernatural forces in a battle between good and evil?" is advisable to mix, match and combine several of these ingredients to produce a creation of their own. Whatever techniques, store in a "box of scraps" good ideas that have been happened and have failed to come to light because it could be used later or create new ideas based on them.
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Another systematic approach used by some agencies is "The Ladder", a tool used to place a check mark that identifies six records on which to develop advertising campaigns: the top of the mind; quality; advantage; territory value, and role. Using the ladder as a springboard, the idea can be used multiple records at once. Another method is the mental mapping, which is to use visuals and words to represent the thoughts on paper. Help your users to think and make visual associations. Moreover, according to its creator, through mind maps can be produced twice creative ideas in a traditional session of brainstorming.
Finally, we describe a method for generating ideas last. The creative experience turning in his mind to a topic using subconsciously a lot of cognitive processes. To find a creative idea, do one by one, the 34 processes listed in the following list: build, delete, do, undo, associate, generalize, compare, approach, expressed in words, display, put a hypothesis; define, dissect, symbolizes, simulate, manipulate, replace, combine, separate, reverse, distort, rotate, flatten, abstracts, translate, expand, flatten, stretch, squeeze, transpose, unify, reduce, exaggerate, and minimized.
The audience who likes to impress the majority of advertisers are the publishers of other agencies. The best ideas give rise to big ads that are advertising awards at international festivals such as Cannes. Each year there are over 15,000 listings from over 70 countries attended the event over 9,000 delegates.
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An announcement should speak a language universal daily screenings of television commercials around the world, category by category, country by country, act as advanced seminars on trends, formulas and advanced shooting techniques.
reflect new perspectives so clearly as shown by the failure of the advertising formulas. When Newman worked at S & S, he ordered two labels to describe the potential of creative originality reading "Cannes" (can) and "Can not" (can not), making a pun on the name of the famous festival.
Lesson 10: Continuous improvement
Finally, Total Quality Management (TQM or Total Quality Management, in English) and Continuous Quality Improvement (TCI Continuous Improvement and Total, in English) with teamwork are two management philosophies born in Japan. They were then applied in the U.S. and from there spread to other countries.
Continuous improvement (kaizen in Japanese) applied to advertising can help improve the idea since it is a concrete concept until the final script. There is no roadmap for the creation of ideas and creative are the only browsers that have an intuition to guide without a map in the universe of creation. However, everyone improves upon the ideas, directors, photographers, etc. As the Japanese say, "none of us is as smart as all of us."
Today we live in a globalized world, ideas are more than ever and should be universal. Methodologies, technology and local experience can inspire global action because we all have the imagination, ability and power to transform ideas into universal lessons, no matter what part of the world they come from. For this reason, in Newman's vision, despite these 10 lessons, one idea is never complete, because when Saatchi & Saatchi sells them only halfway: "Creativity does not begin or end in the creative department" ...
