CREATIVE SELECTION: Surreal reality shattered

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