Sometimes interesting ideas come from places with the least CPM’s.
Leo Burnett said once:
“The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”
But how to be creative?
Where can you get inspiration?
In my daily journey to more than 100 blogs subscriptions I’ve come across to handy and good information that helps me to be informed.
Also it gives give me the opportunity to have different points of view about a subject.
One of the blogs I’ve been following at sometime is a Brazilian blog called DWD:3.
It’s written by a marketing professional called Luli Radfahrer.
Sometime ago he posted an excellent article about “The new creative professional”.
I’ve got impressed with the article and I contacted him asking if I could translate it from Portuguese to English and post it here.
He was very friendly and allowed me to do it, below you can read the transcription:
“Many people commented my participation in the website PodCrer, where I spoke of the new necessities of the ones who intend to be a creative professional in times of collaborative content, sprayed technology and these things of web2.0.
In the program, I read a list of the new abilities, since that understand of typical advertising/art and to have good ideas isn’t sufficient any more.
Some of those ideas are:
1. To know the customer, its business, market and public. Who pay the bills, most of the time is unaware of the digital universe, it’s necessary to leave it comfortable to them, otherwise it doesn’t go to invest a considerable addition in a “mutant” market;
2. To prevent fancy and technical expressions. Even if you’re a geek crazy for iPhones, you must use a language that all can understand, translating its concepts.
In other words, it must be an interface between the technological world and the common user;
3. To transform creative ideas into marketing cases, with clear definition of how to measure and quantify results and ROI;
4. To know how to draw scenarios and to project market panoramas and consumption trends for the next years;
5. To have a goo knowledge about the majority of the behaviour trends and technology waves;
6. To work with multiple medias and to know how to integrate them;
7. To know the difference between viral marketing and guerrilla – and to know how to make the two;
8. To adapt the communication between medias online and offline and vice-versa, as the necessities and forms of interaction of each type of public.
It is good for remember that the same person many times sees the two types of message;
9. To know to create, script and to produce videos for digital and interactive platforms;
10. To manage the content generated for users;
11. To know what to make with the data generated for systems of CRM and research of market;
12. To know the new games, inside and outside of consoles;
13. Above all, to know to direct new teams of creation, formed by professionals of diverse levels, many of them working at a distance and in heterodox schedules. Although everything it must guarantee that the same message is express of transparent form through the some stages of the production and different channels.
It is basic to learn continuously, to break preconceptions, not to have fear of the new features. The open mind is prerequisite for the true perception of this constant change that is occurring. Thus it will only be capable to make something truly new”.
Thanks Luli,
Cheers
Lucio
No related posts.
Related posts brought to you by Yet Another Related Posts Plugin.
