What is an idea,

anyway?

Leo Burnett 1891-1971

The secret of all effective originality in

advertising is not the creation of new and tricky

words and pictures, but one of putting familiar

words and pictures into new relationships.

1. Look at interesting work

Caution: Plagiarism may be dangerous to your career.

1. Look at interesting work

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2. Use the technique

2. Use the technique

Gather raw material

2. Use the technique

Gather raw material

Look for connections

2. Use the technique

Gather raw material

Look for connections

Sleep on it

2. Use the technique

Gather raw material

Look for connections

Sleep on it

Repeat as needed

2. Use the technique

Gather raw material

Look for connections

Sleep on it

Repeat as needed

Bring in the critics

3. The misery method

Give yourself a tangible goal

3. The misery method

Give yourself a tangible goal

Give yourself a reward if you hit it

Thank you, but I really don’t have time to come up with

great ideas.

Introducing: Brainstorming à la cubicle.

4. Quick association

Go somewhere, anywhere

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

Make a list of visuals about the problem

4. Quick association

Go somewhere, anywhere

Make a list of words about the problem

Make a list of visuals about the problem

See if there are any connections

Try to avoid self-editing.

In brainstorming, there are no bad

ideas.

Let’s try it.

Our creative brief

Blank should blank blank

because blank.

Soon-to-be brides should drink

Slim-Fast because

you’ll look stunning at your wedding.

We’re looking for:1. Main topics2. Visuals3. Expressions