Leo Burnett Hong Kong/China ECD Eddie Booth has described advertising
myths as "bullshit that breeds a surreal reality".
He said that so-called rules or myths - such as 'all ads must have a
format' and 'all award-winning ads do wonders for the client in the real
world' - are not always true.
Speaking to more than 100 participants at the recent MEDIA-organised
Creative Workshop in Hong Kong, Mr Booth said the truth was that while
there are guidelines, there were no hard and fast formulas for making
advertising that works all the time.
It was a point well taken since, by definition, for an ad to have that
magical 'stopping power', it has to be special or unique. That means
that formulas and rules are not a good idea.
Another speaker, Danny Searle, ECD/deputy chairman of Clemenger BBDO
Sydney, said that sometimes "we think that everything has been solved
and that we just have to look up the answers. Doesn't sound creative to
me".
He said that every time an agency has to formulate the ideas behind a
campaign, it has to ask itself three questions: 1) What do people think
about the brand now? 2) What are we going to tell people? and 3) Now
what do people think about the brand?
Mr Searle said that original thinking powered a good ad, however, he
noted that being original was difficult because "people need to attend
meetings, answer telephone calls and so on. But the secret is to find
the time to think and don't be distracted".
Mr Booth grouped myths into a number of categories:
- All award-winning ads always work: "It's a romantic notion because
some ads which have won major awards have not helped drive sales for the
client."
- Crap ads don't work: "You'll be surprised that some have been very
effective."
- All ads must have a format and a look: "It's the lazy way out and
should never be blindly followed because it will lull you into a false
sense of security."
- Logos must be big: "It's the lazy way of branding and again it creates
a false sense of security."
- Clients are always right: "There are many clients who are professional
and learned in the ways of advertising. But there are many who are
not.
As such, we must be brave and stand up to those who are not in order to
do the best job possible."
- ECDs are always right: "This is furthest from the truth. As
advertising is not an exact science, there is a need to have discussions
at all levels and to have everyone participating."
