HESTON BLUMETHAL TALKS ABOUT THE IMPLICATIONS OF DETERMINED DISRUPTIVENESS
Every creation, every discovery that has changed the world has come from non-linear thinking. Non-linear thinking is what makes the world advance.
But then what happens is that we build a model, a structure to explain what we’ve done. That structure then becomes education. And education (linear, conformist) is killing creativity.
You're told what to learn, you don't get to ask question.
Why? Why shouldn’t you ask questions. Curiosity is the essence of creativity.
Question everything. Ask why?
Perfection also kills creativity. The fear of failure...
In a discovery world, failure is learning. A non-judgemental world.
Do the opposite of what you were taught in school.
If you’re at the top of your game, the time to start your own ad/design/digital firm is probably now. Because you’re giving your best years to build a company that likely won’t be there for you in 15 years from now.
These were the lessons learned from recent startup One Twenty Three West from Vancouver, Canada. After only two years in business they have over 20 clients, have been named one of the top 10 agencies in Canada, won awards such as a Cyber Lion for their 123w.ca website and are now speaking at The Cannes Festival of Creativity for the second year in a row.
8 REASONS TO START YOUR OWN AGENCY
You’ve realized that the people who hired you are the problem.
You hate everyone. Even the nice people.
Your company’s say it’s about the work. But you know it’s about the money - just not for you.
You spend more time in meetings and dealing with internal politics than doing the work.
You’re not doing the things that made you great.
You’re focused but your agency isn’t.
You’re not learning anymore.
You realize it’s easier to start something new than fix something old.
5 BORING PEOPLE YOU NEED:
The CFO.
The Lawyer.
The Accountant.
The Banker.
The Insurance Broker.
BUILDING THE BRAND
Find Blue Water (Blue Ocean Strategy) and focus on what you’re good at.
Test it before you go live (with key clients, partners, employees, etc…).
Tip: No Portfolio (always present your portfolio in person, not digitally).
Press is free. And a thousand times better than any ad. Make press a priority.
Your space is the best intro to your story.
SET CONCRET GOALS
Happiness (your team’s personal goals and dreams).
Awards (1 Cannes Lion, 1 Effie, etc…).
Revenue (base, target, stretch).
Press (mainstream media, industry articles).
TOOLS
Estimates: Quotient
Timesheets: Harvest
Billing: Xero
Computer + Internet + Printer + Smartphone = Agency
Pablo del Campo, Worldwide Creative Director, Del Campo Saatchi & Saatchi
The importance of defining clear focus and clear goals, understanding the limits, and taking advantage of unexpected opportunities like local, regional or global crisis.
Cannes is a unique opportunity to get attention, but you have to go step by step and always with a measurable goal.
First you have to draw the attention of your main client, even if you have to challenge them with other clients work. But usually the big money clients don't trust new agencies.
Find a small client to do great work and always aim for PR attention. Even if they don't have a lot of money, they just have to have a lot of media.
Generally the impact is greater when there are no expectations.
Example: Buenos Aires Zoo
First, creative visibility was about print.
Then, creative visibility was about film.
Now, creative is about real innovation that can win in several categories.
The ideas that are winning this year are winning in several categories.
Why aim for the one soccer medal when you can win 8 like Michael Phelps?
A few days after the 9/11terrorist attacks a team of employees from AdForum.com decided to launch ACT (Advertising Community Together). The online message: “It’s our business to help” called the worldwide advertising community to act against terrorism. The initiative became a non-profit association managed by a team of volunteers with the financial support of major players in the industry.
These were the campaigns I still remember from the exhibition:
Raising the Roof - "Not Sorry" - Leo Burnett Toronto
Cannes 2015 Day 5 / Simon Wells, Crisis Negotiator
WORKSHOP: LISTENING TO KIDNAPPERS, TERRORISTS AND EACH OTHER
Simon Wells, former police officer and crisis negotiator.
The world has witnessed some horrific incidents over the recent years, particularly in the past few months. These incidents have included kidnappings and other acts of terrorism. Behavioural Science research has been used to better understand why people act in these ways but also how to communicate with them and try to influence their behaviour. This research can also have a significant impact on how we talk and listen to each other in the workplace.
How to create empathy and a good first impression.
First impressions are very important for humans.
It's about the other person not about you or your problems.
So be an interested person, not an interesting person.
Listeners are the best sellers.
TIP: summarize back the important stuff people tell you.
The world’s most successful companies are harnessing the power of consumer involvement, co-creating the future of brands, in collaboration with the people that care the most.
The fundamental idea behind LEGO Ideas
“If you have an apple and I have an apple and we exchange these apples then you and I will still each have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas.” - George Bernard Shaw
