【优质】广告教程：好与棒的故事GOODVSGREAT.pptVIP

This is one of the big ones... The easiest way to get to great is to really understand the business first. Make sure you know your product, the brand, the consumer - but then make sure you know why the business is investing the money in some form of marketing. Not because you have $5m to spend, but what result is expected - a lot of great ideas come out of finding a genuine growth opportunity and a strategy behind it. Business and strategy are inextricably linked. Nobody else is to blame. You are. If you think you can blame others, you’re not focused on being better yourself. The client, the suit, the producer. None of them are to blame - you should make certain things were perfect so the idea survives intact. In most cases, the idea wasn’t great enough to inspire them! Plenty of people are good - 90% of ads are good. Most products are good. But... The reason that brands move agencies is that most of the time they’re getting good. The reason people move job is that they want to do something better (or get paid more)... Great is worth it - don’t ever settle for good. When you stop and think about our business, what do you wish you’d worked on? What campaign ideas or planning insight do you wish you’d found? And are any of them “good” rather than “great”? Most of your working life, you’ll produce “good”. But the stuff you’ll remember proudly will only be the great stuff. Golf is said to be addictive so long as you have one great shot a game, one good hole a month and one good round a year. But the pros play great rounds every day and that’s what we need to do - being addicted isn’t enough. We need to repeat the performance. Sadly, the job we do is a tad harder! You need to know what it is, but then you need to do something great of your own. It helps to understand what great looks like, so you can spot it when it’s in the room, but don’t let your great be a re-working of someone else’s. That’s not truly great. Be honest and real - don’t persuade yourself that you/yo