Thoughts on creativity, Pharma and whatnot
Before Easter I took a trip to the US and Canada to visit our agencies in my new capacity as Le Grand Fromage Creative de la CDM. My 'talk to the troops', or as our CEO Kyle Barich described it, my 'Stump' speech was a way of introducing myself to those who had no idea... Continue Reading →
Of course most people like their own ideas, sometimes none more so than creative people themselves. I'm sure the person who came up with the term ideation was delighted with it. But what a lot of people, and by that I mean the idea-toting non-creative wing of adland, may struggle with (only because it takes... Continue Reading →
Think about it. They call it the greatest story ever told. Actually it's the greatest healthcare ad campaign that ever ran. It's text book marketing. Firstly, you have a blockbuster product that can solve all ills. Then you have 12 KOLs ready to advocate. You have a wonderfully written idetail, (previously in hard back.) You... Continue Reading →
It's been an interesting year for judging awards shows, from my perspective. Two down, one to go. Last November I joined a small band of creatives and clients in judging the PM Society awards. As you may know, these awards guarantee a winner in all categories. Some people find that against the principle of an... Continue Reading →
So the week is over, and Lions Health is a distant Rose-tinted memory. It's been a weird period with the new CEO of Publicis, Arthur Sadoun, risking pissing off his entire creative workforce by pulling out from entering Cannes 2018 or indeed any awards, in order to spend money on an internal collaboration tool called... Continue Reading →
One of the things that separates creatives from mere mortals, (I jest) is the ability to finally accept that your idea didn't fly with good grace and resilience. Nobody understood it. Nobody liked it. You could never afford to do it. It had been done before. ''Don't worry I'll think of something else." All those... Continue Reading →
In research it's always nice to hear that respondents 'liked' your idea. But so what? The problem is people like a lot of things, pictures of puppies, pretty colours, the way the model looks strong, the happy setting of a family on holiday because it reminds them of that time in Corfu. It doesn't really... Continue Reading →
Frankly, I have had enough of survey requests. Not the door to door type, just the incessant 'how was buying that door knob for you' type of survey. I don't want to be part of the big data I want to be small data, in my own house, leave me alone thank you very much.... Continue Reading →
Aren't all branding ideas sort of advertising ideas and vice versa? Well, sometimes, I guess, but not always. In Pharmaland we can lean towards treating every problem as if it needs a good whack on the head. Give it a brand image that people will remember, plaster it all over the congress stand and the... Continue Reading →
Back in the 90s I was fortunate to do a fair amount of international jet setting due to being the jammiest git alive and working on a car account. The ads were popular somewhat but never that great - which was always unsatisfactory, but the trips were the consolation prize. We used to go to... Continue Reading →
ollycaporn's blag 