After a short reality check, the idea was born on the spot: Dishwashing is our life . Bam! A rock-solid concept that would never have happened if SUN had not provided the presentation at that exact location.
It is the eternal tension between agency and client: time. For the creative it can never be enough, for the client every minute is one too many. As a marketer I found it valuable to hear the other side – the perspective of the creative. The N=5 employee I was sitting next to said aptly: “Having a schedule is not difficult. Anyone can do that. Having a real impact is a different story: that is what you do it for.” Six months after the campaign, no one remembers that it ultimately had to be finished in a few weeks, but everyone still knows exactly whether a concept was good or bad. So if two extra weeks are needed to give the concept just that extra edge : go for it.
Anyone can achieve a schedule. Having a real impact is another story: that's what it's all about.
Of course I realize that this is easy to say. But what touched me in this was the drive to really want to be proud of something. To get the most out of it. To go for it and not to settle for less. japan phone number list Something that is characteristic of a good creative and that I as a person and as a marketer can only admire.
Curious about how creative director Aad Kuijper explains the importance of time? Check out the video above.
4. No guts, no glory
It is perhaps the most vulnerable moment for any creative: the presentation of the big idea . The piercing looks. The expectant eyes. The tense faces at the moment your concept first sees the light of day. The concept on which you have brooded, chewed, stumbled and ultimately beamed, nodded and beamed. No beaten paths, no easy way, but innovative, on the edge, out of the box. With the potential to become a great success.
A nice piece of advice that seemed to come straight from Johan Kramer's heart: be a little nice. All too often, there is silence for 1 minute immediately after the presentation, after which critical comments follow from all corners. Killing for any creative. To prevent the creator of the idea from immediately blocking: respond immediately - and positively. If you have started with the positive, you then have all the space to introduce your critical points and let the idea sink in in the meantime.