ACCIDENTAL ASSASSINS
Paul Dervan
The Client
Research Strategy Creative
'The successful ad is like a salesperson. It has to get your attention. It then gives you some information about the product and a refinement of this is that it has to give you a single proposition or a message about the product. It has to do this in a way that makes you remember it and the when you come to buy whatever it is, you will remember this message and it will persuade you to choose that brand.'
https://www.youtube.com/watch?v=8gjtjgRH9R4
https://www.youtube.com/watch?v=58ooXC7P1lg
https://www.youtube.com/watch?v=HgzEBLa3PPk
“Nobody ever came out of the cinema and said they loved the film - as it was very
clear.”
- Russell Davies
TV advertising is everything.
TV advertising is dead.
Outdoor advertising does not work.
Banner ads should only be measured by click-thru rates.
Not everything that can be counted, counts. Not everything that counts, can be counted.
The Agency
“Everything should be made as simple as possible, but not simpler”
– Albert Einstein
Don’t talk about engagement.
https://www.youtube.com/watch?v=3SdevjDLkO4
The Process
Get the CEO in the room.
Pay for ideas.
Thank you.