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GET NOTICED. A.B.

Get noticed

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GET NOTICED.

A.B.

INTRODUCTION

ADVERTISING IS ABOUT TELLING STORIES, TO MAKE PEOPLE LOVE AND BUY YOUR BRAND. APPLYING FOR A JOB IS THE SAME, IT’S ABOUT ADVERTISING YOURSELF.

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ALWAYS SPEAK THE SAME LANGUAGE AS YOUR AUDIENCE

IN ADVERTISING CREATIVITY IS KING. TO EMERGE FROM THE CLUTTER YOU NEED A BIG IDEA.

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FIRST, DIAL UP YOUR STRATEGY

IN THEORY: THE PLANER THINKS, THE CREATIVE IMAGINES, AND THE ACCOUNT SELLS. WHY DON’T WE STOP RESTRICTING PEOPLE TO ONE ROLE?

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THEN, TAP INTO A STRONG INSIGHT

A GOOD ACCOUNT SHOULD BE SMART AND CREATIVE IN ORDER TO SELL RIGHT.

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FINALLY, FIND THE CREATIVE HOOK

WHAT HAPPENS WHEN AN ACCOUNT HAS AN IDEA?

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PRINCIPLE IT IS OFTEN PERCEIVED AS A BAD IDEA FOR AN ACCOUNT TO HAVE ONE.

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THE CAMPAIGN.

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THE CREATIVE BRIEF. 30"

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TV

WE SEE A YOUNG ACCOUNT SITTING AT HIS DESK. THE DIRECTOR OF THE STRATEGIC PLANNING GIVES HIM A RING. "HI JOHN, PASS BY MY OFFICE WOULD YOU?" JOHN WALKS INTO JACK’S OFFICE JACK: "JOHN, WITH ALL DUE RESPECT, SINCE WHEN DO ACCOUNTS WRITE CREATIVE BRIEFS?" JOHN: "SORRY JACK I JUST WANTED TO…" JACK: "NO, NO, NO, DO I CALL YOUR CLIENTS?" JOHN: "EUH…" JACK: "ALL RIGHT BE NICE, LET ME DO MY JOB OF THINKING." JOHN: "SURE NO PROBLEM, BUT HAVE YOU READ IT?" JACK: "LISTEN SON, I HAD THE EXACT SAME IDEA SO I WILL KEEP THE INSIGHT AND THE WAYS IN. BUT FOR THE REST I NEED TO CHANGE EVERYTHING INCLUDING THE TEMPLATE. DON’T WORRY I WILL SEND IT TO EVERYONE. CHEERS." PACKSHOT VO: "DON’T THINK IF YOU’RE AN ACCOUNT, AND ESPECIALLY IF IT’S YOUR IDEA." TAGLINE: #BREAKTHERULES Logo: A.B.

THE PLAN’S BOARD. 30"

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TV

THE C.E.O., THE E.C.D., THE PLANNER AND THE ACCOUNT ARE GATHERING FOR THE FIRST PLAN’S BOARD. E.C.D.: "OK GUYS WE HAVE ONE ROUTE FOR THIS CAMPAIGN, IT’S CALLED ‘NOTHING TO ADD’ AND IT GOES LIKE THIS…" C.E.O.: "THERE’S A BIG IDEA LYING THERE, YOU CAN DEFINITELY EXPAND IT TO MAKE IT MORE HOLISTIC…" PLANER: "LOVE IT TOO. IT’S REALLY BUILDING ON THE INSIGHT AND WELL ADDRESSING THE BUSINESS PROBLEM…" ACCOUNT: "INDEED IT’S GREAT. I’M JUST WONDERING IF WE SHOULD NOT SWITCH THE COLORS TO HERO A BIT MORE THE PRODUCT." E.C.D.: "COME ON, YOU MAY ALSO WANT TO CHANGE THE FONT?" ACCOUNT: "NO I JUST THOUGHT…" E.C.D. "THANKS JOHN, LET THE ARTISTIC DIRECTOR DO HIS JOB. WELL, WE ACTUALLY TRIED THIS OPTION AND HERE HOW IT LOOKS…" C.E.O.: "OK LET’S KEEP THE FIRST OPTION" ACCOUNT: "SORRY TO INSIST BUT SHOULD WE NOT PRESENT BOTH DIRECTIONS AND SEE WHAT CLIENTS PREFER?" PLANNER: "NO, NO, CLIENTS CAN’T MAKE CHOICES." PACKSHOT VO: "DON’T IMAGINE IF YOU’RE AN ACCOUNT, AND ESPECIALLY IF IT’S YOUR IDEA." TAGLINE: #BREAKTHERULES Logo: A.B.

THE CLIENTS’PRESENTATION. 30"

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TV

THE FILM OPENS IN THE MEETING ROOM OF THE AGENCY. THE CLIENTS’ PRESENTATION IS KICKING OFF. THE ACCOUNT STARTS BY ANNOUNCING THE AGENDA AND PASSES IT ON TO THE PLANNER WHO INTRODUCES THE STRATEGY. THEN THE CREATIVE DIRECTOR PRESENTS THE CAMPAIGN. BRAND MANAGER REACTS FIRST: "NOT SURE I LIKE IT…" MARKETING DIRECTOR: "WELL TO GIVE YOU A BIT MORE BACKGROUND I THINK YOU HAVE WELL UNDERSTOOD OUR OBJECTIVE BUT IT’S VERY RISKY…" MANAGING DIRECTOR: "LOVE THE IDEA. IT HAS LEGS. IT GIVES US AN EDGE AND IS HIGHLY ENGAGING. IT’S DEFINITELY A GO FOR PRODUCTION. THAT SAID I TRULLY BELIEVE THAT WE CAN IMPROVE THE IMPACT. THE PRODUCT SHOULD STAND OUT MORE. IS THERE ANY WAY WE CAN FIX THIS?" E.C.D.: "SURE WE HAVE WORKED ON ANOTHER OPTION. JOHN HAVE YOU GOT THE ALTERNATIVE DIRECTION WE TALKED ABOUT DURING THE PLAN’S BOARD?" ACCOUNT: "NO SORRY. MY BAD. I DID NOT FOLLOW UP WITH THE CREATIVES AS AGREED." PACKSHOT VO: "DO APPOLOGIZE WHEN YOU’RE AN ACCOUNT, AND ESPECIALLY IF IT’S NOT YOUR IDEA." TAGLINE: #BREAKTHERULES Logo: A.B.

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PRINT

"IN THE MODERN WORLD OF

BUSINESS, IT IS USELESS TO BE A CREATIVE, ORIGINAL THINKER UNLESS YOU CAN ALSO SELL WHAT

YOU CREATE."

- DAVID OGILVY

#BREAKTHERULES. A.B.

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PRINT

"WHAT’S THE IDEA?"

- PHILIPPE MICHEL

#BREAKTHERULES. A.B.

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PRINT

"I DON’T BELIEVE IN FATE. YOU MAKE YOUR OWN OPPORTUNITIES."

- DON DRAPER

#BREAKTHERULES. A.B.

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POS

"TO BE A GAME CHANGER, YOU MUST BREAK THE RULES."

- ANTOINE BALLIF

#BREAKTHERULES. A.B.

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SOCIAL MEDIA

INSTEAD OF SENDING YOUR CV TO AGENCIES AND HEAD HUNTERS, YOU POST YOUR DECK ON SOCIAL MEDIAS TO REACH THEM.

#breaktherules

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PR

THERE IS NO BETTER PR THAN WORD OF MOUTH.

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ENGAGEMENT PLANNING

1 9 90

A.B. PERSONNAL NETWORK

AGENCIES HEAD HUNTERS

CREATIVE DIRECTOR: ANTOINE BALLIF ARTISTIC DIRECTOR: ANTOINE BALLIF COPY WRITER: ANTOINE BALLIF STRATEGIC PLANNER: ANTOINE BALLIF ENGAGEMENT PLANNER: ANTOINE BALLIF ACCOUNT: ANTOINE BALLIF

CREDITS

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SPONSORS

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INTERNATIONAL ACCOUNT DIRECTOR – 6 years

SENIOR ACCOUNT EXECUTIVE – 3 years

ASSISTANT ACCOUNT EXECUTIVE – 1 year

IT’S THE COMBINATION OF TALENTS THAT LEADS TO GREAT WORK BUT IF YOU ALSO THINK ACCOUNTS SHOULD HAVE IDEAS, I SUGGEST YOU ONE: CONTACT ME ASAP. [email protected] +33(0)683 841 439

EPILOGUE

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THANK YOU.

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