Hello

Creative work is effective work

7x

12x

5+=

3x

Why is most advertising

unremarkable?

“Highly creative but ineffective work is extremely rare, but very noticeable because it wins awards.

What’s less noticeable, but without any doubt of far

greater cost to the business community is the amount of uncreative advertising that creates little return on its investment. We’re bombarded with it everyday of

our lives. It’s the advertising we’ve grown so capable of tuning out of that we don’t even notice

anymore. The 2,998 ads you can’t recall from the last 24 hours. Clients of our industry spend billions of

dollars on them each year.

Call me crazy, but shouldn’t that be the problem we’re working to solve? ”

James Hurman

I’m going to be stupid enough to attempt to try and

answer that question

Make strategy more useful

1. Make better problems

Raise awareness

Make our brand more likeable

Sell more

“If you had to choose, would you rather be interesting or right?”Q:

—Malcolm Gladwell, GQ Magazine

“If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?”

A:

—Malcolm Gladwell, GQ Magazine

If you are interesting, interesting things

wil happen

Convince 999 out of a 1000 people they

could never be a Police Officer

Remind milk drinkers of the anxiety and

disappointment that comes when milk isn’t

available at crucial moments

Make any sandwich more exciting

2. Be in the service of people

Build bridges

3. Be a bit less visible

Remove friction

Elegant solutions trump elegant things

4. Break the tyranny of messaging

Stop communicating a product and start making communication products

Solve the business problem, don’t just

make an ad

5. Change the way we work

Big ideas aren’t so big anymore

‘From suck to non-suck’

Pixar

Build a culture of experimentation

not planning

Communications R&D

Eradicate the pointless quest for

perfection

“The show doesn’t go on because it’s ready; it goes on

because it’s 1130”Lorne Michaels

Stop working dumb

Be rewarded for good behavior

Embrace change

“If you don’t like change, you’re going to like

irrelevance even less”Gen. Eric Shinseki

Thanks

@garethkgplus.to/garethk