Sir Hegarty Upstarts Talk: 10 reasons why it's the best time to go into advertising
1. Agencies can refresh conventional media
Create dramatic communication that gets people talking. You don't have to buy a 30s spot, that's old fashioned.
The idea of television being over is nonsense. It's alive but we have to use it a different way.
2. Agencies can make small ideas big
Example - the Johnny Walker brief where the client just wanted a heritage story.
But there is always a creative opportunity. Never let it pass. This idea only costs 25k pounds to make.
Revolutions don't start from the center but from the edges and work their way in.
Johnny Walker the man who walked around the world. creative insist on one take, it's about craft. it's something we don't value now that we should.
3. Agencies can generate a debate.
SXSW example - bring the homeless into the event and make them into wifi points. Sparked off a massive debate on exploiting homeless people but ultimately the homeless reps said it was a good thing.
4. Agencies' creativity can be the media.
The power of the idea
Example: Smirnoff with 750k for Smirnoff tea. It's got to be fantastic. If it isn't fantastic it won't be added on. Tea Party is an example.
5. Agencies can persuade clients to be brave.
RESEARCH helps an organization move forward. For clients it gives them some cover.
Example: Launch Xbox in Europe. It's a bold script that can't be run because Xbox is a Windows company. The agency kept insisting and made it within budget and ran it online. They wanted to see if people like it as real-time research - telling the client that the ad can be pulled any time.
6. Agencies can tackle growing social issues.
They can run social campaigns. Helping ppl and giving them confidence.
Example: St. John's 140,000 first aid vs cancer project.
The agency could get a conversation going and start a debate. It's classic to compare cancer with first aid in advertising, but craft is fundamentally important. The St. John's video was shot so beautifully that the message came across very strong.
7. Technology had always been a spur to creativity. Now more than ever.
Example: Justin Bieber's new perfume launch where they ran a competition for fans to send in a video of them singing his Boyfriend song, but changing the lyrics to be girlfriend.
It is a different way of thinking and because technology is there you could do it and it will work.
8. Agencies can expand their influence with clients. Integration is now vital.
Audi R8 the slowest car ever made. Hand built. Beyond the ad, from each part of the car they expanded into activations. All of them are creativity opportunities for just one car launch.
9. Agencies can invent products.
There were silos in the past, and now the walls have come down. BBH has a department called Zag for product ideas. E.g. A digital idea about a money dashboard for how you manage your money which they are now taking to banks and advisors. E.g. the Autographer - intelligent wearable camera that snaps photos for you automatically.
10. The future is creative
There is no doubt that creativity is at the heart of the future. Don't read all the usual magazines, all the different stuff. For example, Sir Hegarty reads the Financial Times, and found an article by a professor about how technology won't liberate the future, creativity will.
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Summary
It will only be a fantastic time if you take control. Creative ppl need to lead it.
Good agencies are fantastic places to learn, from entrepreneurial people. advertising teaches you about life, biz, creativity. But if you have a great idea, don't wait, just get out there and do it.
We are increasingly becoming a spring-based society - but we need visual narratives cos they are powerful.
Brand strategy is fundamentally important. More than ever, now you need intelligence for the magic to happen.
Create dramatic communication that gets people talking. You don't have to buy a 30s spot, that's old fashioned.
The idea of television being over is nonsense. It's alive but we have to use it a different way.
2. Agencies can make small ideas big
Example - the Johnny Walker brief where the client just wanted a heritage story.
But there is always a creative opportunity. Never let it pass. This idea only costs 25k pounds to make.
Revolutions don't start from the center but from the edges and work their way in.
Johnny Walker the man who walked around the world. creative insist on one take, it's about craft. it's something we don't value now that we should.
3. Agencies can generate a debate.
SXSW example - bring the homeless into the event and make them into wifi points. Sparked off a massive debate on exploiting homeless people but ultimately the homeless reps said it was a good thing.
4. Agencies' creativity can be the media.
The power of the idea
Example: Smirnoff with 750k for Smirnoff tea. It's got to be fantastic. If it isn't fantastic it won't be added on. Tea Party is an example.
5. Agencies can persuade clients to be brave.
RESEARCH helps an organization move forward. For clients it gives them some cover.
Example: Launch Xbox in Europe. It's a bold script that can't be run because Xbox is a Windows company. The agency kept insisting and made it within budget and ran it online. They wanted to see if people like it as real-time research - telling the client that the ad can be pulled any time.
6. Agencies can tackle growing social issues.
They can run social campaigns. Helping ppl and giving them confidence.
Example: St. John's 140,000 first aid vs cancer project.
The agency could get a conversation going and start a debate. It's classic to compare cancer with first aid in advertising, but craft is fundamentally important. The St. John's video was shot so beautifully that the message came across very strong.
7. Technology had always been a spur to creativity. Now more than ever.
Example: Justin Bieber's new perfume launch where they ran a competition for fans to send in a video of them singing his Boyfriend song, but changing the lyrics to be girlfriend.
It is a different way of thinking and because technology is there you could do it and it will work.
8. Agencies can expand their influence with clients. Integration is now vital.
Audi R8 the slowest car ever made. Hand built. Beyond the ad, from each part of the car they expanded into activations. All of them are creativity opportunities for just one car launch.
9. Agencies can invent products.
There were silos in the past, and now the walls have come down. BBH has a department called Zag for product ideas. E.g. A digital idea about a money dashboard for how you manage your money which they are now taking to banks and advisors. E.g. the Autographer - intelligent wearable camera that snaps photos for you automatically.
10. The future is creative
There is no doubt that creativity is at the heart of the future. Don't read all the usual magazines, all the different stuff. For example, Sir Hegarty reads the Financial Times, and found an article by a professor about how technology won't liberate the future, creativity will.
-------
Summary
It will only be a fantastic time if you take control. Creative ppl need to lead it.
Good agencies are fantastic places to learn, from entrepreneurial people. advertising teaches you about life, biz, creativity. But if you have a great idea, don't wait, just get out there and do it.
We are increasingly becoming a spring-based society - but we need visual narratives cos they are powerful.
Brand strategy is fundamentally important. More than ever, now you need intelligence for the magic to happen.
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