There are many ways of writing ads. Simply stating that your product is good. Giving evidence that it’s good. Or making people feel that it’s good. Ai could spit out versions of the first two pretty quickly, but it’d struggle on the third. The third requires a bit of psychology, observation and understanding of what makes people tick. Bill Bernbach put it this way “It took millions of years for man’s instincts to develop. It will take millions more forRead more
Posts tagged: #Fallon
PITCH: Innocent?
The creative pitch: Companies invite agencies to present creative proposals on how to improve their marketing and therefore their bottom line. Best proposal wins. Wrong. For a start, clients run only one campaign for every 16 they are presented in pitches. (Thanks Martin Jones, AAR Guru & Brighton fan.) How can it be that fifteen of the sixteen agencies get the brief so wrong that they end up throwing their time, energy a work in the bin? Because, as I’mRead more
PODCAST: Me (Pt.2)
When I interviewed Sir Alan Parker he kept saying ‘take that out, take this out!’. I tried to explain that these ads were part of his journey, they shed a little light on his journey from the mailroom to Hollywood. He was having none of it ‘I’m a less is more guy, you’re a more is never enough guy’. He’s right, well, in terms of ads I’m definitely a less is more, but in terms of the blog, interviewing peopleRead more
INTERVIEW: Andy McLeod.
Why advertising? I was quite quick tongued, bright at school, without being very academically gifted or driven. I cared about ‘stuff’ in general, zeitgeisty stuff; trends, tribes, what was cool what wasn’t, what was funny what wasn’t. I liked art and English at school and not much else. Got not very good A-level grades, which led me to Bristol Polytechnic to do a two year course in Business studies with advertising. The advertising bit of it was 1 hour aRead more