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

Thursday, June 25, 2009

Innovation; immediate or reliable?

What can I say? Superheroes are powerful and super and heroes, but they are also reliable.

When Ryan Jacoby a business designer at IDEO (http://www.ideo.com) asks the question: Innovation; immediate or reliable? in one of his recent posts at his blog do_matic, I immediately thought about immediate.

But he makes a brilliant case for reliable:

So, if innovation is in part about bringing new things into the world, this is where I come out:

I want reliable people posing provocative questions and processing more immediate inputs.

"Reliable people" are those that have learned to spot patterns through experience and many cycles of learning. Such people exhibit a relentless curiosity that drives them to learn and challenge their patterns frequently. Ultimately, I want such people working close to the questions and looking to be surprised and contradicted by what they find as quickly as possible.

I really like that Ryan has decided to put his thoughts available to us for immediate and reliable access to his mind and expertise.

We all need superheroes and the people at Ideo can lead us to safe and wonderful innovation, that's for sure.

Havaianas. Brasilian design and creativity.

If you have been to Brazil, you know the flip flops that have become part of the Brazilian national pride.

Havaianas are fun and colorful. They also capture the essence of the Brazilian personality: Easy, relax and go well with every occasion.

But Havaianas also has an image to build and a brand to keep and they do a great job doing just that.

I have 8 pairs, so I use what I preach. Just so you know.

via zambrano

Wednesday, June 24, 2009

Instint, openess and share.

From the blog of TBWA Paris a set of interviews with Worldwide Creative Director John Hunt about creativity, disruption and media arts.

Why disruptive ideas are more important today?

A good idea is like a coat hanger, where you can hang lots of different
executions from it.
if every biody ahs a great idea about a concept, it is a good indication of a good idea.

How do you identify a good idea?
First of all, trust your instincts. Don't over think it. Let the idea live initially. What first engaged you will probably engage your consumer.
Stay open/

It's our idea!
Ideas are portable. The idea's power is how it irrigates out, how it is shared.
Bureaucracy is not the best way to share an idea. When you share an idea people take responsibility of the idea. Otherwise people will find a way to sabotage it.

Tuesday, June 23, 2009

Cannes and its irony

I like irony.

Overall if it's related to advertising and the stereotypes associated with it. And there are lots of them.

In this case, it comes in the form of "things I don't want to hear at Cannes 2010" by the inmates at the Duffy agency.
1. ”It’s not about advertising, it’s about engagement.”
2. ”Print’s days are numbered.”
3. ”You don’t want to advertise, you want to have a conversation.”
4. ”It’s about having a great narrative, a great story.”
5. ”Advertising is no longer a one-way process. The consumer can now talk back to you.”
6. ”You have to let go when it comes to the controls for your brand online. Consumers will take it anyway.”
7. ”Online banner and display advertising is a broken model.”
8. ”The next big breakthrough will be centered around mobile devices.”
9. ”Social media is not a fad, it’s here to stay.”
10. ”Consumers are ’always on’.”

Monday, June 22, 2009

Advise in 140 characters.

I think that this is my first reference to Ad Age on this blog. Well, there is a first time for everything, and this is a good first time.

Mansi Trivedi following the best twitter etiquette gathered advise in the form of 140 characters from some of the best equipped minds form the industry.

these are some of my favorites:

Noah Brier, head of planning and strategy, the Barbarian Group, on ideas: "If you can't explain it simply, you don't understand it well enough."
Nathan Helenie, co-founder-chief creative officer, Crush & Lovely, on process: "Stay young, curious and inspired. Become disciplined and resourceful. Make things. Move. Fail when necessary. Execute with love and precision."

Jinal Shah, strategist, Electric Artists, on being fearless: "1. Don't be afraid to break rules. 2. And have a point of view, no matter how provocative or silly you think it is."
I think that mine would be:

Stay interested in other fields and learn from everyone, keep your mind open, surround yourself with different views. It's not about you.

what would yours be?

Client's feedback to creative.

I'm always trying to bring some light into our world of advertising, the creative process, brainstorms, creative presentations and ideas. It is an easy job, but it comes with lots of layers and shades of gray areas.

That's why I wanted to share with you this post I found at Life in the middle.

It offers good advise about one of the hardest part of the agency-client relationship: The creative feedback.

1. Prepare to see the work. What am I expecting to see? What are we trying to do? What will impress me?

2. Get in the mood to see the work - read the brief - remember what if feels like to have the problem fresh in your mind.

3. What's my instant emotional reaction - do I like it? Hate it? Am I surprised - why? Is it confusing? (It's not always a good idea to share these thoughts, but note them.)

4. What caused the reaction you had - is it 'what' the work is saying? Or, 'how' it's saying it?

5. Does the work contain a real brand idea that changes perception, as opposed to a nice advertising idea?

6. Never act like Simon Cowell. My job is not to say whether something is good or shit. But to say how right something is, and to find ways of expressing how to make it more right (if that's what it needs).

7. Feedback does not mean criticising. It means trying to understand and articulate why the things that are working are working, and why the things that are not are not. These are equally important.

8. Start macro when feeding back but go micro. As long as feedback is something the agency can action then all comments add to the intelligence around the problem,even the little things.

9. Post-rationalise. If something you didn't think was previously important or salient now looks like it might be. Try and understand why - strategy never ends.

10. Be aware of the self-serving bias and the confirmation bias - interpreting things in a way that confirm preconceptions, or meet your interests.

11. Always say thank you. Creative work is hard work.

Sunday, June 21, 2009

What gets you in at W+K?

In an era of social networks and Linkedin, where people search for a job using twitter and social pressure, this 19 year old decided to do it the old fashion way: writing a reason for his cause.
Dear Weiden + Kennedy, I am a 19 year old, entrepreneurial/creative mind. I have between 2-3 groundbreaking business or creative ideas every single day, and to say the least, I do NOT have the capability to even keep track or implement them so; I started a business. I decided that If I were to ever become successful and impact the world greatly by undertaking huge and "impossible" projects I would need a very balanced, efficient, and productive degree of discipline. Sometimes discipline and creativity/randomness sit on opposite sides of the lunch hall; however, to combine them would I assume be as earth-shattering as balancing the ying and the yang of business. Behold, my mobile billboard business in Las Vegas, NV. However, I did not have enough money to start it to I decided to sell it first, and with the profits, start it (opposite to the quote "think with your hands, and then talk about it, not in reverse") Well I did it in reverse. I dressed up in a black and gold suite and tie, drove down to the Forum Shops in Las Vegas, NV (very wealthy shops) and started selling my ideas to the managers, converting them to my corporate sales people, and starting the damning corporate marketing man chase. I thought "wouldn't it be awesome if I had some clout, some pull, to just pitch these ideas,". So out of the few dozen I approached, and followed up over weeks and weeks, I ended up with about 4 hot prospective clients. I mean, one that is looking at buying a marketing package from me for $30,000 U.S. and very, very EXCITED to do so. So I have a feeling my ideas are golden, but I promised myself I would stay here until I make my business, my ad agency, my marketing consulting firm, which I named "Unique and Innovative PRO (Personal Relations Officer)"--a success. Well what does this have to do with you? Well I'm a young man, and I "stay stupid, stay foolish (steve jobs)" so I thought I would write this e-mail to someone who has done what I want to do in the advertising/marketing world. I found Weiden + Kennedy from watching everyone of your Nike MVPs videos, and found that you had internships/platform program. This is what is on my mind: Nike Factory in the forum shops needs strip advertising; I concepted a Giant Shoe on a platform truck that will drive up and down the strip with a sign in it promoting a weekly event with the local UNLV Basketball team, celebrity, athlete, or locally famous socialite, that would pull customers to Niketown to HAVE FUN. The place is built like a club and it could very well be a sales monster tool, all while the customer is not cheesed by old ad methods. So To Conclude, If you were to use me for my ideas and implementation and passion... If I were to use you as my clout vessel Your company, Your Ideas, Your advertisements would only progress, and companies that don't keep innovative, fail. (You DO, trust me I've seen your advertising). I would progress, and become the next YOU, to offer more and more people opportunities to create, and jobs for everyone helping them, and in turn bread for families all over the world. This is my calling, I am the global entrepreneur. And I love advertising, Can We Team Up? What do YOU propose?
He was hired on the spot.