Our world is changing. Advertising agencies blew the web opportunity the first time around, but they’re not going to let this happen again. They’re smart. They understand communication. They can run persuasive rings around BJ Fogg. And they’ve been doing user research since before Jakob Nielsen was born.
The last couple of years, IAs have learned to appreciate business thinkers like Philip Kottler and Peter Drucker. Now it’s time to get acquainted with the ad industry’s pioneers: Claude Hopkins, John Caples, Rosser Reeves, Bill Bernbach, and David Ogilvy.
This presentation will take a closer look at what ad agencies consider “good” advertising, how they interpret “concept,” and why our notion of “proof of concept” is completely nonsensical in the world of advertising.
I’ll show you some successful campaigns and some award-winning campaigns -- these are not necessarily the same thing -- and explain out why these are admired or condemned by so-called “creatives” at ad agencies.
6. ad· ver· tise
verb
1 : inform, notify
2 : to call public attention to esp. in order to sell
7. where the
best cloth is
woven to
your desires,
a whole gold
coin is offered”
“For the
return of my
slave to the
shop of Hapu
the Weaver,
8. We can’t expect Don to understand
how we think
until we understand
how Don thinks
9. Three ways that guarantee
we lose our place at the table
Insisting we invented user research
Misunderstanding “concept”
Humiliating established art directors
33. “The secret of all effective originality
in advertising is not the creation of
new and tricky words and pictures,
but one of putting familiar words
and pictures into new relationships.”
“The secret of all effective originality
in advertising is not the creation of
new and tricky words and pictures,
but one of putting familiar words
“The secret of all effective originality
in advertising is not the creation of
new and tricky words and pictures,
but one of putting familiar words
and pictures into new relationships.”
Leo Burnett
1956