A creative network of the idea, by the idea, for the idea

Wednesday, February 4, 2009

4 (brilliant) lessons in 3:26

On his latest post Seth Goodin shares this clip from Mad Men. He uses the pitch of an idea for Kodak to set the distinction between marketing and advertising. On his own words:
... just about every successful product or service is the result of smart marketing thinking first...
But while watching the clip from Mad Men, some thoughts came to mind:

Find the meaning. Transform what the product does into what it means for the consumer. A slide wheel is a carousel of nostalgia. print it, post it, memorize it.

Don't rush through a presentation. The creative presentation is the final product of a long and difficult process. Enjoy it, set the mood, set up the idea and reveal the drama. Its the time for the idea to shine.

Clients buy passion. The creative director is not "just" reading the copy from a piece of paper. He is delivering it, feeling it... he made this product, his product. It belongs to him and he's sharing, not presenting.

One thing at a time. Notice how there is no talk about next steps or budget or recos. The emotion taken from the presentation must linger on the clients minds. Let the idea be the protagonist.

Nostalgia indeed.