“Likewise, the constant repetition which infuriated adults instead delighted children”
From “The Great Distractor” a fascinating article about Teletubbies published by The Centre for Media, Technology and Democracy (fun fact: the creator of Teletubbies got the idea from a dream– which, if you’ve ever watched the show, makes total sense).
Pirate Readings
It’s December. Take a break from reading about Advertising.
Barack Obama, “A Promised Land” (dropbox)
Cixin Liu’s Three Body Problem has gotten a good amount of deserved attention. It was my favorite sci-fi read outside of Dune. But if you’re hesitant to start a trilogy that totals a couple thousand pages, check out another novel of his “Ball Lightening” (dropbox).
(By the way, if you ever have a problem accessing any of these due to format, there is a program called Calibre that converts different e-reader file types to whatever you need. Free and super intuitive to use.)
THIS WEEK: BULLET LISTS!
I don’t have a lot saved this week in terms of strategy related material this week.
So here are two lists that might be interesting…
“Thoughts” note
Just for funsies, here is a note from my notes app created in July 2016. It’s titled “thoughts”
Is including this list straight obnoxious hubris or an interesting set of lateral thoughts that may bring value through randomness? It really could go either way…
“You could be having fun right now”
What do you call something that you know what it is even if you have never used or seen it?
Everyone remembers their first screen name
I just want to cause a little havoc” – Channing Tatum
This is all for real. – my mom
"My biggest fear is that I'll be one of those people that orders shots of st Germaine and talks to themselves" – also my mom
It is in the nature of jesters to speak their minds when the mood takes them
“Oh lord, make my enemies ridiculous “ -Voltaire
We're animals but we think we're not animals. We're products of the mud
In the end, of course, all stories are ultimately about change. Nobody tells a story about how they’ve always been the same.
Are e-readers responsible for the success of 50 shades of grey?
Nothing is precious. Everything can be fucked with.
Does art require talent?
If something is greater than the sum of its parts, what do we call the"extra" piece that is created? (Baking soda and vinegar)
Excerpts from the “Creatives on Strategists” survey I did one year ago.
Full survey results & analysis can be read here.
SUMMED UP IN A FEW WORDS, WHAT IS THE ROLE OF A STRATEGIST?
To help rationale the work creative does.
To provide meaningful insight that will guide the creative work to the best place possible.
OVERALL, WHAT IS THE BIGGEST THING A STRATEGIST CAN DO THAT WOULD IMPROVE YOUR WORK?
Help clients keep their promises, keep them honest and true to the brief we all agreed to.
Don't let me know more than you!
WHAT DO YOU WISH STRATEGISTS WOULD DO MORE OF?
Edit their work.
Tell me something I, a twenty something with an instagram account who works at an ad agency, don't already know.
WHAT WELL MEANING PRACTICE OR HABIT IS IN FACT FRUSTRATING?
Overly clever "Ways In" or "Thought Starters" in briefs that clients will never let go of.
Overthinking or playing devils advocate
Trying to fit too much into a strategy.
WHAT IS ONE THING ABOUT WORKING WITH A CREATIVE TEAM THAT STRATEGISTS SHOULD KEEP IN MIND?
There's a reason ideas exist, find out the meaning.
we think in stories, so strategy should start that story
I want you on my side the way I'm on your side.
IF YOU COULD TELL STRATEGISTS ONE THING ANONYMOUSLY, WHAT WOULD IT BE?
Sometimes, it's not that deep.
TO YOU, WHAT IS THE PURPOSE OF A CREATIVE BRIEF?
It's a contract.
WHEN BEING BRIEFED, WHAT ARE THE MOST IMPORTANT PIECES OF INFORMATION THAT AREN’T ALWAYS INCLUDED?
A 'real talk' section.
HOSW DO YOU JUDGE A CREATIVE BRIEF TO BE GOOD OR NOT?
All about the one pager.
If I'm scribbling all over the page while it is being presented.
WHAT IS THE ONE THING STRATEGISTS ALMOST NEVER THINKK ABOUT THAT THEY SHOULD?
How each creative works differently. Briefs should/can be adjusted depending on the team at hand.
Staying late and bringing your laptop next to a creative even if to work on something else always helps.
WHEN IN A CREATIVE REVIEW, WHAT IS THE MOST HELPFUL WAY FOR FEEDBACK TO BE PROVIDED?
Earnestly. Rip the bandaid, but don't try to sugarcoat it if we are off-brief.
Don't wear your 'client hat', wear your strategy hat
WHAT’S THE LEAST HELPFUL THING A STRATEGIST CAN TELL YOU ABOUT THE CREATIVE WORK?
Least helpful thing is keeping your mouth shut when you have something to say.
WHAT’S THE MOST HELPFUL THING A STRATEGIST CAN TELL YOU ABOUT THE CREATIVE WORK?
"Here is a way to sharpen where you are going based on additional insights that I have based on past experience or general knowledge."
If a strategist can recognize that the proposed creative idea is great and worth fighting for, even if it is a bit off brief/strategy.
ANYTHING ELE YOU WANT TO BRING UP, GET OFF YOUR CHEST, SUGGEST OR TELL US?
Work with us not against us. Be collaborative. Be additive. Help us build on ideas and whats work. Don't be cold and robotic, translate the data you have into something human. Think like people, not like a data catalog. Give us something to work with, not a tiny box to play in. But give us a real differentiator. "More" is not a differentiator. Help us craft something good, and give us the tools and support we need to make something good. Help us keep it good when the client tries to ruin it.
You are usually chasing creative, not leading it. And this is because you haven't put us in a path to make something specific. You've left us open to anything and therefore, you have to create a strategy off the back of creative, instead of the other way around. This shouldn’t be the case but you put yourself in this situation when you don't give us better guidelines.
WEEKLY MONSTER
That’s all folks. Go turn off your screen.
Does every Planner have a 'Thoughts' note where they bury quotes that perfectly capture their insecurities next to quotes from their Mom? I'm feeling very seen...