DDB's regional chief creative officer Damon Stapleton outlines his own unique laws of the advertising world.
1. Nobody cares about advertising, so check your ego.
2. If no one notices your advertising, everything else is academic.
3. You must trust that the advertising will all work. Like George Michael, have some faith.
4. Would you sit next to you at a dinner party? Make sure you have something to say for people to listen to.
5. You will never see a statue of a committee.
6. Ideas are too easy to kill. And that idea you killed before might be the best idea now. Harvest all those banished ideas.
7. Consumers can tell when you have cut corners.
8. All a good ad does for a lousy product is let more people know a lousy product exists far more quickly.
9. When people use consequential, resplendent, and splendiferous words, they are often not saying anything.
10. We spend vast amounts of time thinking about how something reaches audiences - what platform, what broadcast, what format. But do we spend as much time on what we are delivering?
11. Fun and humor unlock new ways and ideas. Fun is the one ingredient that makes creativity happen.
You can read Stapleton's full B&T guest post here.
