10 wishes for advertising in 2015
TRANSCRIPT
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10 WISHES FOR ADVERTISING IN
2015
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1. NO MORE KEY VISUALS Copying and pasting the same image across wildly different
media and context is plain stupid. So why do we still do it?
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2. NO MORE 360° A kalashnikov approach to communication where you shoot (the same bullet) in all directions hoping to hit a target one way or another is a terrible use of our efforts, time, money and brains.
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3. NO MORE SEARCH FOR “THE ANSWER”
The answer to most questions about advertising, marketing and life is: “It depends”. Let’s come to terms with that.
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4. < EFFICIENCY, > EFFECTIVENESS
We’re becoming very good at achieving very little.
We’re running sophisticated operations that make use of scale economies, optimize resources, and tick all boxes except the one that matters.
Let’s be less obsessed about the process, and more obsessed about the outcome.
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5. < HOW, > WHY
The first idea we have is probably wrong.
In fact, the first 20 ideas we have are probably wrong.
Let’s spend less time building what people don’t want and clients don’t need, and more time figuring out what people want
and clients need.
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6. NO MORE “BEFORE V NOW”
Digital has changed everything it touched, but until it’ll touch the human mind the fundamentals of our thoughts, feelings and actions will not change.
The idea that in the past people were willing to naively digest everything that brands threw at them and comply with any request, and that now they’ve been replaced by
genetically modified, dedicated and hyper-rational beings that only make well-researched choices and scrutinize everything marketers do is delusional.
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7. NO MORE FORTUNE-TELLING
What’s growing now is not destined to grow forever
What kids think and do today is not what they’re going to think and do when they grow up
What people want today is not what they will want tomorrow
We respond to change
The future is what we make of it
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8. NO MORE CLICHES
We have a terrible habit of taking words that once stood for something and blasting them everywhere repeatedly and superficially until they lose any meaning.
Using cliches is speaking without thinking.
Join the conversation
Start a movement
Viral
Passionate
Engagement
Think outside the box
Always On
Customer-centric
360
Content
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9. CREATIVE = QUALITY
Creative should not be a product.
Creative should not be a job title.
(arguably, it also should not be a background image…see no. 8)
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10. > CHARACTER
It’s just a logo. It’s just an ad. It’s just a website.
Someone is going to hate it. No one is going to die because of it.
But you made it for a reason. Don’t back down to please a few loud voices on Twitter.
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