paul dervan, full tilt poker, dmx dublin 2014 - accidental assassins: why great campaigns get killed
DESCRIPTION
Why Great Campaigns get Killed Really good creative advertising often does not see the light of day. Often it’s for reasons that have nothing to do with the creative itself. Paul will explain why all this great creative effort goes back in the drawer – or worse still, in the bin – and the way to avoid this happening to you.TRANSCRIPT
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.'
“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.
The Process
Get the CEO in the room.
Pay for ideas.
Thank you.
