Thoughts on creativity, Pharma and whatnot
When I first started as a Creative Director in Pharmaland I had to present some ideas to one particular client. He was new in the role too, just flown in from America, very senior and everyone was in awe of him. This meeting was a big deal. So I duly gathered my shiniest and cleverest... Continue Reading →
I was recently sat in an awards jury, as you do, when a 'medical person' insisted that in one category all you really had to do, to launch a new drug, was to announce its arrival. Drug X does Y. No selling or creativity was required. It was a curious, if not uncommon occurrence, to... Continue Reading →
It seems that clients in Pharmaland are beginning to get the taste for a bit of emotional content in their communications, which is always nice to see. I get emotional just thinking about it. But often the word is used to describe such low level concessions as having a person featured somewhere in the materials.... Continue Reading →
Why do agencies bang on about being single minded? Well, it's a little known fact that an ad/idea can only deliver a maximum of 100% effectiveness. Seems a bit stingy doesn't it? Thing is, your agency will tell you that if your concept aims to tell the world that your drug is super tolerable, then... Continue Reading →
This week Robin Thicke and Pharrel Williams got a slap on the wrist for ripping off Marvin Gayes hit 'Got to give it up' for their 2013 hit 'Blurred lines'. To the tune of $7.4 million dollars. For anyone listening to both tracks, the similarity is unquestionable. But to a degree this happens all the... Continue Reading →
Try to fully understand the reason you lost a pitch, even with a detailed client explanation, and you enter a murky pond of misplaced diplomacy, political machinations, regrets and confusion. In the end, you never really know anything other than you came a close second. Nevertheless, the question about what creative work you went with,... Continue Reading →
The other day, in my comments section, I was accused of being a 'print Creative Director'. I say accused because the contributor was pretty frank about the obsolescence attached to such a label. (I'm assuming he meant the print part.) To be honest I didn't take the comment that seriously, partly because I was busy... Continue Reading →
Here in London the PM awards are almost upon us and people are frantically dry-cleaning their shiny suits and their not-too-glam-for-lunchtime-frocks and preparing to cut short, by a day, Dry January. Now: This won't come as that much of a shock but these annual awards have rather a low level of credibility within the creative... Continue Reading →
Okay, let's get the obvious reasons out the way. Yes it's because creative work builds client business. Yes it's because agencies want to have good work on their reels and to win awards and, in turn, win more business. Yes, even for professional pride and job satisfaction. But there is a less obvious reason. But... Continue Reading →
Target markets really are a pain in the arse. You would think that you could just come out and tell people the facts about your product, drug or treatment and they would weigh up the benefits and then make a decision based on the facts presented. No flim or flam, no marketing baloney. No manipulation.... Continue Reading →
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