If you’re a true ad geek, one that likes globally good work as well as the backstory behind it, treat yourself to a podcast series running this month from the APG who is celebrating 50 years as an ad strategy organization.
The podcast interviews the best planners (all UK-centered) who answer 4 questions regarding their careers.
But whether you choose to listen or not here’s the big takeaway so far—all great work starts with a bold request from the client. Whether it arrives to the agency as an actual brief or simply a well formed request, there's already buy-in to be bold, to challenge people, to shake people, to make people feel something deeply, to be unique. And then from there the agency brief formed something interesting and actionable and the teams creating the work did something brilliant.
Fast forward to the Super Bowl this year and that’s exactly the brief that came to Saatchi & Saatchi from P&G/Tide. As reported in WARC they asked the agency to "do something that’s never been done."
That’s true in our agency too. The most awarded, most effective and most talked about work of ours often started before we even got involved—the ambition of the client along with a keen eye for recognizing great work when it hits the table.
From John’s Pinboard
The podcast interviews the best planners (all UK-centered) who answer 4 questions regarding their careers.
But whether you choose to listen or not here’s the big takeaway so far—all great work starts with a bold request from the client. Whether it arrives to the agency as an actual brief or simply a well formed request, there's already buy-in to be bold, to challenge people, to shake people, to make people feel something deeply, to be unique. And then from there the agency brief formed something interesting and actionable and the teams creating the work did something brilliant.
Fast forward to the Super Bowl this year and that’s exactly the brief that came to Saatchi & Saatchi from P&G/Tide. As reported in WARC they asked the agency to "do something that’s never been done."
That’s true in our agency too. The most awarded, most effective and most talked about work of ours often started before we even got involved—the ambition of the client along with a keen eye for recognizing great work when it hits the table.
From John’s Pinboard
- Mother/London, with a very funny ad for KFC to address the chicken shortage which left restaurants with no food.
- Corporations have been severing ties with the NRA last week. This is a first. The list is growing.
- The best piece on AI I’ve ever read. The key takeaway: It’s about AI and humans working together, not AI vs. humans—AI brings answers but humans bring the questions.
- Marina Willer is a Partner/Creative Director of Pentagram and I liked her bit about teams: "When I was starting, all we wanted was to change the world. That mission stays with you for the rest of the journey. And to make real change, you need to be part of a team."
- Snap and Nike teamed together to sell some Jordan III’s direct to the consumer through Snapchat.
- It's good Snapchat does things like this because, as Dustin posted in #Outreach, Kylie Jenner stopped using the service and the stock dropped 6 pts at a cost of $1.3B.
- Fast Company is out with their 2018 Most Innovative companies. They wrote each one as a cool one liner, such as Patagonia: "For growing its business every time it amplifies its social mission."
- Deloitte has published their annual media and entertainment outlook. (Deloitte, along with PwC, always has a solid look at the entertainment industry.)
- Here’s someone who'd kept a very quiet personal blog then posted something brilliant about guns during a work break and soon had 4,000 comments.
- Here's a photo of a single atom.
- The fonts “Balloon”, “Tekton” and “Impress” all used together with “Arial” couldn’t possibly look cool on anything, right?
- Feeding America changed their tone; works better.
- Snap and Nike teamed together to sell some Jordan III’s direct to the consumer through Snapchat.
- It's good Snapchat does things like this because, as Dustin posted in #Outreach, Kylie Jenner stopped using the service and the stock dropped 6 pts at a cost of $1.3B.
- Fast Company is out with their 2018 Most Innovative companies. They wrote each one as a cool one liner, such as Patagonia: "For growing its business every time it amplifies its social mission."
- Deloitte has published their annual media and entertainment outlook. (Deloitte, along with PwC, always has a solid look at the entertainment industry.)
- Here’s someone who'd kept a very quiet personal blog then posted something brilliant about guns during a work break and soon had 4,000 comments.
- Here's a photo of a single atom.
- The fonts “Balloon”, “Tekton” and “Impress” all used together with “Arial” couldn’t possibly look cool on anything, right?
- Feeding America changed their tone; works better.
- No one speaks of classical music much but loved the way this writer describes the difference between the styles of two classically famous composers: “What is it that marks Mozart’s music? An attempt to draw a dividing line between Haydn and Mozart could perhaps help to answer the question. Mozart sometimes comes astonishingly close to Haydn, and Haydn to Mozart, and they shared their musical accomplishments in brotherly fashion; but they were fundamentally different in nature. From tranquillity, Haydn plunges deep into agitation, while Mozart does the reverse, aiming at tranquillity from nervousness”
- SY posted this cool piece on Blockchain in #Readers about how it could be the key to solving content attribution.
- Wieden has created a new team in the agency called The Dept. of New Realities; "You can either make your own reality or sit back and live in somebody else’s creation.”