Memos from the Department of Common Sense

I thought I’d kick the week off with a short refresher course in the bleeding obvious. 

Drawn squarely from the well of personal opinion, none of what I’m about to impart will come as a surprise to anyone with an ounce of gumption.

For others, principally those in the thrall of our industry’s latest fads, gimmicks, and bright shiny objects, I live in the hope that these simple maxims might serve as a gentle corrective. 

Yeah, I know, fat chance.

So, anyway, here we go.


 

Memos from the Department of Common Sense

If your Creative Brief won’t fit on one page, it isn’t brief enough.

How long does it take for a creative to come up with a great idea? 5 seconds? 5 minutes? 5 hours? 5 days? Exactly. No one knows. So please stop obsessing over timesheets.

Clear direction and a little space to think is still the best way to get great work out of a creative team.

You will never hear of Blockchain again. 

There is not a single ad person over 50 who doesn’t “get” social.

A banner ad is just an outdoor board at the top of a web page. 

Let’s use radio more, damn it!

One day we’ll look back on the Influencer Marketing fad and have a good chuckle to ourselves.

Dig deep. It increases your chances of creating work that no one’s seen before by 100%.

Experiential is like VAR in football: Just because you can, doesn’t mean you should.

If you don’t have the talent to put something back together again, please refrain from tearing it down.

The quality of an ad is inversely proportionate to the number of people needed to approve it.

“Cheap, good and fast – pick two” isn’t dead. It’s not even unwell.

Instead of letting legal find reasons why something can’t be said or done, how about we ask them to find reasons why it can?

No one ever saved themselves to success.

Brand Purpose will be dead in the water as soon as the adults get back from lunch.

If the client rejects the work 3 times, the problem’s not the work. It’s the brief.

The appeal of Gary Vaynerchuk is one of the great mysteries of modern marketing. 

There is strong evidence to suggest that there just as many good creatives on outside looking in as there are on the inside looking out. 

Agile training teaches managers how to run a project from start to finish. Shouldn’t they know this already?

No good ever came of focus groups. 

Data may be able to deliver an ad in the right place at the right time, but without a good idea, it’s worth diddly squat.

An inclusive company culture goes wide and deep. Sadly, most are narrow and shallow.

In any downsizing or layoff, the people who really need to be canned are seldom the ones that are.

Car ads will start getting better any day now.

 


 

That’s it. 

Stay tuned for another exciting installment soon.

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