tag:blogger.com,1999:blog-28330263.post2939525071553590300..comments2023-10-22T10:29:29.285+00:00Comments on Confessions of a Wannabe Ad Man: Interview Thoughts 2: So Why & Where?Willhttp://www.blogger.com/profile/01456742697462240308noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-28330263.post-44313926193644624212007-01-16T13:30:00.000+00:002007-01-16T13:30:00.000+00:00Some thoughts apropos of nothing:
Immerse yourself...Some thoughts apropos of nothing:<br />Immerse yourself in the brand.<br />Don't worry about consumer insight and all that nonsense - leave that to the media agencies and their TGI. Good brands do their thing well and people like it - on that basis you shouldn't need a consumer insight for your advertising - just tell the truth in an interesting way.<br />Don't start with TV. In fact, try and end with film. What comes before that - trade marketing, internal stuff, promotions, events are more interesting, more important to the business and possibly creatively inspiring because they force you to think in different ways.<br />As a planner worry about justifying ideas only in that you need to be open-minded to having a great idea which may not come from the brief and a big part of your job will be finding a way to post-rationalise it so some clients can say "Oh yes, I can see how that clearly comes from the brief".Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-28330263.post-73677437890237406282007-01-15T22:11:00.000+00:002007-01-15T22:11:00.000+00:00Thanks very much for the comments.
I'm pretty muc...Thanks very much for the comments.<br /><br />I'm pretty much set on the idea of becoming a planner, but (as the post alludes to), I do like aspects of the other areas as well.<br /><br />The advice about 'thinking like the brand' is very useful; could anyone suggest any tips for the best way of doing this, or is it simply immersing yourself in the marketplace/the product in question?<br /><br />Was posed another interesting question today about Gordon's Gin, and how I'd market it for the 25-30 year old crowd. Ideas about that are still their infancy, but I may blog about that in a little while.<br /><br />Oh, and Neil - I like the blog a lot.Willhttps://www.blogger.com/profile/01456742697462240308noreply@blogger.comtag:blogger.com,1999:blog-28330263.post-6150269084563722482007-01-15T21:32:00.000+00:002007-01-15T21:32:00.000+00:00I agree with beeker and Paul. You seem to me to ma...I agree with beeker and Paul. You seem to me to made a decision already - why procrastinate? Let the planner within be free...Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-28330263.post-19989510138459726312007-01-15T10:15:00.000+00:002007-01-15T10:15:00.000+00:00I'm with Paul on this one. I was told at my first...I'm with Paul on this one. I was told at my first interviews that you need to be able to think from the outside in of course, but also from the inside out. <br /><br />ie. get good at assessing campaigns, but also get used to originating ideas from the brand out. People understand if you don't have the information an agency would have to help do this, but they appreciate the creativity in giving it a go. And it sounds like you have enough interesting beginnings of ideas to write three of four good plans for the Kodak brand, for example.<br /><br />Whatever kind of 'creative generalist' you end up being, if you can develop your own ideas creatively, I think you'll always be valuable.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-28330263.post-72917903540575514542007-01-15T08:13:00.000+00:002007-01-15T08:13:00.000+00:00Morning WAM,
Are you interested in messaging or b...Morning WAM,<br /><br />Are you interested in messaging or branding? I think too many people want to get into advertising because of the attraction of some of the techniques used in messaging (TV spots etc). Where as I think you'll become a much better planner if your focus is the brand, rather than simply the message. Agencies will value this thinking more and more as the media landscape changes.<br /><br />Don't worry about justifying the idea, worry about having the idea.<br /><br />Good luck.Anonymousnoreply@blogger.com