Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed
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Transcript of Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed
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ACCIDENTAL ASSASSINS
Paul Dervan
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The Client
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Research Strategy Creative
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'The successful ad is like a salesperson. It has to get your attention. It then gives you some information about the product and a refinement of this is that it has to give you a single proposition or a message about the product. It has to do this in a way that makes you remember it and the when you come to buy whatever it is, you will remember this message and it will persuade you to choose that brand.'
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“Nobody ever came out of the cinema and said they loved the film - as it was very
clear.”
- Russell Davies
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TV advertising is everything.
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TV advertising is dead.
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Outdoor advertising does not work.
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Banner ads should only be measured by click-thru rates.
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Not everything that can be counted, counts. Not everything that counts, can be counted.
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The Agency
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“Everything should be made as simple as possible, but not simpler”
– Albert Einstein
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Don’t talk about engagement.
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The Process
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Get the CEO in the room.
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Pay for ideas.
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Thank you.
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