If there’s one thing that’s sure to fox a creative agency, it’s a straightforward brief.
No tricks, no hidden meaning, just a really simple A,B,C set of instructions.
The biggest challenge when tackling this kind of project, is deciding how to differentiate yourself creatively without coming across as pretentious and self-absorbed.
Surely, it must all come down to the big idea, since that’s what will ultimately win the job.
It’s not about how beautifully presented the idea is, or the reams of insightful strategic thinking that informed it.
It might be a moment in time, a gesture, a legacy, or a behaviour.
But whatever it is, it needs to be a simple, powerful and unpretentious hook.
If you don’t have a great idea to start with, you can misdirect your client with loads and bells and whistles.
But a beautifully wrapped gift box is still just empty packaging once you get past all the ribbons and bows.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
Subscribe To
Posts
Comments
