As Bernbach said, "Principles endure, formulas don't."
could you give us some principles in which you believe TAC? Your post has really made me think about my own! Crystalizing them on paper should keep me occupied this afternoon!
Unfortunately, most agencies' principles are something to the effect, "We want clients to pay us a boatload of money, but we really don't want to earn it by actually doing anything productive."
To which I suspect, clients will have the follow up question: "What is the process by which you ensure your idea adhere to those principles?"
It may well be a futile hope that we can bridge the divide between the left and right brains that inevitably have to achieve consensus in order for ads to get made.
@will download TAC's book. It has a whole chapter on the principles of Performance Based Advertising.
Okay, TAC, you want my principles? Okay. Here they are, posed as questions to the prospective client that you had better get answered. If your client can't answer them, you are in trouble before you start.
#1: Who, exactly, is your audience?
#2: What precisely do you want them to 'do' in response to your ads?
#3: When my ads get that audience's attention, how will you (the client) respond, end to end?
#4: What, defined specifically, are the advantages and benefits you bring to the marketplace vs. your competition and your long-term future?
#5: Do you have a budgeting, scheduling and review process that you use in managing your agency?
When I first became a creative director, I told my clients that the purpose of advertising was to compel.
Period.
I lasted four months.
Then I started with the jargon sliders and perceptual maps. Within a year I was making three times as much to work on huge national and international accounts that took me to shoot in exotic lands with A-list directors.
I now understand that the purpose of advertising is to create a comfortable lifestyle for me and my family. And I have the PowerPoint presentation to prove it.
Advertising is only effective when it, directly or indirectly, leads to increased sales of your product.
We ask what John Joss asks....always have. To us, that's just common sense. Then, we will bring warm bodies through the door/make the phone ring/create inquiries. You must sell them. If your store is dirty, merchandise is priced to high, displays are shoddy, help is surly, have lousy hours, then it's your fault. And we tell them so.
Ours are simple:
Insights made plain.
Evolution not circumstance.
These are simple to state but, they are like pulling teeth in niche ethnic markets. Where budgets are teeny, marketers play it hella safe & stereotypes are both railed against and employed with abandon.
It's hard to get companies to evolve when they trust or can't afford new means. So, they of fall victim to circumstances.
When you present at crispin, part of the presentation MUST include a press release that explains, in detail, how your creative is worthy of press.
Done. Period.
Advertising is bullshit, monetized.
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