CREATIVE SELECTION: Surreal reality shattered

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."

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