This Is a Generic Brand Video. It is. Just see for yourself.
A lot has been said about creativity and this sure won’t be the last thing written about it either. At the agency we often get a question to quickly think about something, quickly help on finding an idea for something small. We have the creatives right so can they not just help on that, it’s just an idea.
This brings up the most difficult and the easiest part of our job. We do have a group of really good creatives, really talented and all award winning creatives. So finding ideas is quite easy. For them. The thing that we forget here is that they are ‘trained’ creatives, they’ve lived their whole private & professional life to be good at what they are. So talking about finding ‘just an idea’ is as disrespectful to their talent is it would be to ask a baker to ‘just bake a cake’ or a tax consultant to ‘just find a way to avoid some more tax’. If that is your talent, if that is what you learned to do well then it deserves every bit of credit and isn’t just a small thing.
So it’s easy. For them. Then again it’s difficult. When you want to find ideas it’s important that you know where to go look for them. You need to figure out what is exactly the problem you’re trying to solve and how to develop the best possible ‘creative boulevard’. It needs to be right, relevant and inspiring enough for the creatives to start searching for ideas. Ideas that will answer the client’s needs, however big or small that need is.
So, if I may, I’m not a creative but please never ever again ask for ‘just an idea’ when you need talented creative people to solve one of your problems, big or small. Create value, value creative remember.
A while ago 4 of the best comedians of all time met and talked about their profession, sharing a whole bunch of insites that are valuable for all of us. It’s impressive to see and hear how much preparation goes into a good standup comedy show and that it’s not because they make it look like they’re inventing the jokes on stage that they haven’t prepared it in the tiniest detail. Here’s what I believe strategists could learn from Louis CK, Ricky Gervais, Jerry Seinfeld and Chris Rock.
Find the unique human insights. Those things that we all recognise but that are often remain unsaid. When talking about how all 4 comedians find their jokes, they all make a reference to 2 very interesting things. First of all they don’t like ‘easy’ jokes. If you or I could have come up with the joke as well it’s probably not good enough. I like that. Secondly, while searching for their unique form of comedy they often get to human behavior that most of us recognize but don’t often talk about. At Duval Guillaume we search for what we call the ‘provocative insight’, those insights that are recognizable but often left unsaid. It’s there that we find a territory that will help us search for those creative ideas that will get people to talk about brands.
Keep a notebook with you all time, write down every little idea or piece of information, quote, … that you think has something of interest even if you don’t know what exactly what that something is when you write it down. Most comedians also develop their shows based on things they’ve read, heard, got annoyed by, … which eventually mixes up into a gread night out for all of us. Often in developing a good creative strategy it is about connecting the dots, it’s about making the connection between a piece of research, an article you’ve read somewhere, a drawing on the white board from another meeting, … Whether it’s a paper notebook or something else (I almost religiously chose for Evernote) write down everything that you thing sounds interesting when you hear it. You’ll find out later whether there is a use for it or not.
Talk about your ideas frequently with other people, also outside of the strategic department, also outside of the agency. By telling the idea you’ll find thing that don’t really sound right or still aren’t perfect match with your idea. And by the feedback, questions you’ll get you will refine your thoughts. Comedians will often try out their jokes (or partial jokes) on their friends, not only to see if they respond but ultimately to help develop the jokes. Jokes become better by sharing. It’s not that people will have to say whether they like the joke or not, it’s to see how they react so you can use that learning finetuning the joke. Same goes for strategy.
Deconstruct things / issues to the smallest little detail. While listening to Louis CK, Ricky Gervais, Jerry Seinfeld & Chris Rock I learned that they go to extreme lengths to tweak each joke in their show to the finest details. They say that it’s often the little things that make the greatest differences. The specific choice of words, the facial expressions, the posture on stage, … every little thing is tweaked to make sure it works perfectly. A strategy should be developed in the same way. It’s important the general vision of direction is the right one, but it are the little details that make it really come to life. Very often those little things are even more inspiring to creatives than the overarching thinking.
Know who you’re talking to and tweak your idea along the way. Even when you’ve done everything to prepare yourself, made sure that it will work every show is different, every audience is different. It’s a different city, another vibe, … but it’s important for comedians to ‘feel’ the room they’re performing in and add little tweaks to the show while they’re doing it. So apart from the obvious ‘hello city x’ which is different every time there will be more things that will need to be different every show. Of course when you’re a skilled comedian, it’s still you on stage so you can be agile throughout the show. Strategists need to apply that same agility. The strategy might look good on paper, allow it to evolve throughout the process. Maybe it’s the client that added a thought worth including or the creatives find ideas that will influence the strategy. None of that is bad as long as you focus on what the end result is so let it happen, tweak along the way.
Put the hours in. But that’s what you have to do in any job that you want to be successful in. Put the hours in, there’s no such thing as a free ride. I’ve blogged about this before and when you watch the video you’ll see that it’s a common element of success for all 4 comedians, they are all – still today – working very hard.
Watch the full ‘Talking Funny’ video to see for yourself how those 4 talented comedians look at their work:
Not that long ago a write a bit on ‘hiring omnivores‘ trying to highlight again that we need to rethink the way we hire people if we want the advertising of the future to be any different than the advertising we’ve grown up with. And which we hate, or at least most of it. It’s not even a new idea, read on what Bill Bernbach wrote when he resigned from Grey long time ago:
“There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this sort or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there’s one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
And he continues:
“In the past year I must have interviewed about 80 people – writers and artists. Many of them were from the so-called giants of the agency field. It was appalling to see how few of these people were genuinely creative. Sure, they had advertising know-how. Yes, they were up on advertising technique. But look beneath the technique and what did you find? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was like worshiping a ritual instead of the God.”
All of this ain’t really new and yet very little agencies hire differently. Agencies hire out of other agencies, people are presented to the same type of ‘tests’ everywhere, test that need to reassure that the people hired know their ad basics.
And it goes beyond that. Not only is it interesting to hire different kind of people than what you would regularly find in advertising, it’s also interesting to hire people that haven’t followed a clear path. People that have been in various jobs with various experiences as they will use of all those learnings on the job. When Ian Fitzpatrick (Chief Strategy Office at Almighty) wrote about his 5 provocations, the fact that his experience before landing the job was all but planning-related made him stronger.
“If I impart nothing else today, I’d like to convince you that there are many paths up the mountain. Most of you are going to be graduating soon, with an advanced degree in advertising. I imagine that many, if not most, of you imagine that you’ll take a junior planning role at a large agency, work your way up to Planner, to Senior Planner, VP of Planning/Strategy, etc. I’m not here to suggest that this is the wrong path for you, just that it’s not the only one.”
Never underestimate the potential impact it can have to mix very different type of people with various backgrounds together. How can you in advertising, or anywhere else for that matter, trying to solve problems in a different way when you’re trying to solve it with the same people that tried to solve it years ago.
And not just agency side for that matter. I remember Guillaume (one of our agency’s founders) writing a few years ago:
“The lesson is this: If you want something new to happen, ask it to people with zero experience. Chances they come up with more of the same are small.”
Think about it. Who did you hire recently that didn’t immediatly seem to fit in? Who did you hire recently that you would have to define his/her role on the job, because it doesn’t exist yet.
Neil Perkin does many interesting things. One of those things is organizing the so called “Google Firestarters” which he curates for Google UK. Last Monday he had invited Russell Davies, planning legend and now creative director at GDS, to come and talk about his learnings and insights working on GOV.uk. Fascinating talk, well worth crossing the channel for.
For those who, like me, don’t know what GDS stands for: Government Digital Service. They lead the digital transformation of government.
Back to the talk. Russell talked about GDS and how they started working on GOV.uk, what their design principles were, how they made decisions about what to do and maybe more importantly what not to do. And every single thing they do is shared publicly, which is as you can see on the the principles, something they thoroughly believe in.
- Start with needs
- Do less
- Design with data
- Do the hard work to make it simple
- Iterate. Then iterate again.
- Build for inclusion
- Understand context
- Build digital services, not websites
- Be consistent, not uniform
- Make things open: it makes things better
Read all about it on the GDS design principles right here. The second part of his talk was about why all of the GDS’ learnings building GOV.uk are interesting for anyone in marketing & advertising. In the past it used to be difficult to make a brilliant product, but marketing was easy. The craft and machinery needed to make something brilliant was not accessible for many, the few media channels with immense reach to advertise to people was pretty easy to use. Today that has changed said Russell. Today making a brilliant product has become far more easy than it ever was, but marketing it has become very complex. And thus marketers today are focusing fully on trying to digitize the marketing part of things, whereas we should think about complete digital transformation of the business we’re in.
Other things they found out during the whole process. Things that we all need to think about and see how we can learn from it are:
Attention. It’s one thing to win people’s attention, it’s a whole different thing to make sure you respect the attention you were granted. There’s generally too much focus on getting people to notice what you’re doing and too little focus about making sure you do something with that attention. To quote Russell:
“If you made something brilliant and it doesn’t explain itself you haven’t made something brilliant”
Reputation. A brand is a promise, reputation is delivery. You can’t build a brand based on what you’re going to do.
Culture. When you want to transform your whole business like you should, everyone should be on board for this. You need to work on the culture of the company that digital thinking becomes the default mindset.
The product is the service is the marketing. Ask yourself: what would Amazon do? They would get it wrong for a while, then have more data than any traditional business ever will and they’ll win. Because of their digital thinking habit, not because they’re smarter.
Thanks for a great event Neil. Thanks for a great talk Russell.
Bonus link – From April 2014, digital services from the UK government must meet the new Digital by Default Service Standard. For that GDS developed the Government Service Design Manual, and yes also that is publicly available for all of us.
Image credit – Scriberia made the visualization of the talk.
Here’s the new campaign we launched today for Coke Zero, it is part of the ‘Just Add Zero’ campaign. Hope you like watching it, I know it was fun making it ;-)
“When is the last time you and your friends gathered around the television to watch a good game of pétanque? Right. Pétanque players, knitters, fishermen,… they don’t get the glory soccer players get. But wouldn’t it be nice if for once they got some more support? We asked 5 ordinary people if we could film them while going about their hobbies. They had no idea we were about to turn their quiet pastime into a crazy experience, just by adding zero each time.”
BBH London Chairman Jim Carroll wrote an interesting piece about the ‘Creative Enemy N.1’. What is really the biggest enemy of realising creative ideas? Is it design by committee, pretesting, procurement, corporate culture, …? Jim believes that it’s actually your own intelligence. That all great communication is actually flawed in some way and that our intelligence is often used to take out all these flaws. It’s a little bit in line with what I wrote earlier this week about ‘The Ironic Effect’. Interesting stuff:
“I suspect Creative Enemy Number One is our own intelligence. It’s our own ability to identify shortcomings in ideas. Because smart, intelligent people can always find a reason not to proceed; and the smarter you are the greater will be your capacity to see problems, to cause complexity. Creative Enemy Number One may be looking at you in the mirror every morning.
When you think about it, ordinary work is actually the intelligent choice. Because ordinary work tends to translate the brief directly, it observes sector conventions, it uses familiar reference points. And, critically, it achieves low levels of misunderstanding or rejection in research. By contrast extraordinary work often cor- relates less directly with the brief, it breaks sector conventions and it uses unfamiliar reference points. Consequently, it often precipitates a certain amount of misunderstanding and rejection in research. Extraordinary work is ordinarily very easy to reject.
Inevitably, behind every great piece of communication you’ll find clients who were brave enough to see beyond the flaws; clients who could control the whispering voice of reason telling them “it’s good, but it’s flawed”, clients who were happy to stop making sense.
In nearly all aspects of business, intelligence represents a blessing, a competitive advantage. But in the judgement of creativity it can represent a curse, a competitive disadvantage. We must be mindful that there are always very sound reasons to reject great communications ideas. But the existence of a good reason to reject something doesn’t mean that you should. There is indeed a fine line between stupid and clever.“
Design. Is Apple losing focus on one of it’s most essential unique strengths?
For a big test we did for Belgian Cowboys recently some members on the editorial team including myself switched from iOS to Android for a while. Not just to see if we liked it or not but also to find out if that switch was so hard as we expected it to be. “What about all those apps I bought? Why start all over again? Will it be as easy to use as what I’m used to now?” A whole series of questions which I presume most of us will recognize come to mind when thinking of such a switch.
Since this article isn’t about that switch I can tell you quickly that that test went really well. I’m currently switching between the HTC One and the HTC One Mini for another test and I don’t miss my iPhone for a second. Actually I find it better on many levels. That made me wonder about a few things.
How come for instance that I find the notifications in Android really useful whereas I don’t even look at them on my iPhone? The set-up is kind of the same so why is that? Looking at both from a basic UI design point of view they are very similar indeed. It’s a drop down menu you pull from the top of your screen with several notifications pointing to apps that need your attention for whatever reason. On Android I will open that screen and either swipe the notifications away or take action. On iPhone I open that view once every month or so to delete these notifications, app by app.
Another example is the on-screen keyboard. On Android I’m using Swype, probably the most productive add-on for a touch screen devices in a long time. Whenever I need to use my iPhone or iPad again I cannot help but be annoyed by the fact that I have to type in the ‘traditional’ way. And that’s not even mentioning the re-design of iOS7.
So how come that on many levels the Android platform is outperforming iOS, whether it’s thanks to core Android development or because of the opportunity to personalise it with technology created by its eco-system? I’m thinking that Apple has actually forgot about the essence of design, a vision it shared openly and that many are taking as an example.
“Design is not just what it looks like and feels like. Design is how it works” – Steve Jobs
When you think of that and the examples I mentioned before (and there are more) you can only come to the conclusion that the focus of Apple lately was on design as in ‘what it looks like’ and that Google has taken the lead on design as in ‘how it works’. In the last 12-18 months, Google and its eco-system have upgraded the better user experience, Apple has overhauled look & feel. And that’s a pity. Not just because it makes the iPhone a less interesting device but it’s a sign of Apple forgetting about it’s own very essence.
My 2 cents.
We often get questions how it’s possible that we are only 45 people at Duval Guillaume, working on European campaigns for clients such as Carlsberg, Coke Zero, Smirnoff, … and many others. My answer to that is very simple: put the hours in. Whatever the business you’re in if you want to be successful you will have to put the hours in. When TIME asked Ricky Gervais about the secrets of his success his advice was also not about his style of humor or his vision on comedy, it was about working hard:
The first, “work hard,” is not only the most important, but actually, essential. I believe that if you didn’t have to work for something, it can’t truly be considered success. Luck doesn’t count. I think success is allowed a certain pride and you can’t be proud of luck or even of being born smart, artistic, or talented. It’s what you do with it that counts. I think I learnt this lesson relatively late in life. I was one of those people who would pride themselves on getting results without trying too hard. Passing exams without revising too much. I realize now, that was the wrong attitude. You should always try your hardest. The Office was the first thing I really tried my hardest at. I don’t know why I started this radical new approach then, but I think it was one of those carpe diem type revelations. I came into the industry with a slightly older head on my shoulders than most and maybe deep down knew I shouldn’t blow the opportunity. I put everything into it. A lifetime of experiences, and I couldn’t have been prouder of the results. I don’t even mean the success of the show, but simply the finished product. I was the laziest man in the world before I made The Office but now I’m addicted to that sort of success. Pride in my work. Now I’m a workaholic, because I realize that the hard work is sort of a reward in itself. Winston Churchill said, “If you find a job you really love, you’ll never work again.” That’s what it feels like most of the time. I love it so it’s less like work and more like play. Although I’m a strong believer that creativity is the ability to play.
Why you sometimes make the problem worse by trying too hard to fix it. Interesting article from Oliver Burkeman over on The Guardian: From weight loss to fundraising, ‘ironic effects’ can sabotage our best-laid plans.
The great Harvard psychologist Dan Wegner, who died earlier this year , wrote a famous article entitled ‘How To Think, Say, or Do Precisely the Worst Thing for Any Occasion’. It concerned a very specific kind of mistake, which he labelled the “precisely counterintuitive error” – the kind of screw-up so obviously calamitous that you think about it in advance and decide you definitely won’t let it happen:
“We see a rut coming up in the road ahead and proceed to steer our bike right into it. We make a mental note not to mention a sore point in conversation and then cringe in horror as we blurt out exactly that thing. We carefully cradle the glass of red wine as we cross the room, all the while thinking ‘don’t spill,’ and then juggle it onto the carpet under the gaze of our host.”
This is an example of what psychologists call an “ironic effect”: it’s not just that we fail in our best efforts, but that we fail because of our best efforts. If you hadn’t given much thought to the wine, you’d probably not have disgraced yourself.
Stigmatising obesity makes overweight people eat more, not less. Supporting a good cause on Facebook makes people less likely to give money or time. Interesting thought and something we might have to keep in mind the next time we’re trying to convince people not to do something, we might actually get the opposite result.
In short: if you’re trying to change behaviour or beliefs – your own, or other people’s – don’t assume that the most direct, vigorous or effortful route is necessarily the most effective one. The human mind is much, much more perverse and annoying than that.