Because so much changes in a year, I’ve compiled a few thoughts on my first at OgilvyOne.
1 – Don’t strain yourself for big ideas
Big ideas do exist. I’ve seen them. They litter the walls, halls and even the stalls of our office. And as a young writer, they’re shoved in your face from the moment you arrive. This is of course daunting. And without guidance it can often shock you into buying every copywriting book around. At least that’s how I dealt with it. But there is also another way.
Relax. It sounds simple, but even today I find it hard not to stress about a new brief. And to be honest, I doubt if I’ll ever not. Even the great man himself (David Ogilvy) once said “The first thought that runs through my mind whenever a new brief falls on my desk is that I’m not going to be able to do it”. That is why my first thought on creativity is so important. So repeat after me…
Read, rest and repeat.
Then get off your chair and do something that takes you away from your work. Play pool, go to lunch, watch TV. Your brain is digesting and it needs time to think. And worrying over a brief only reduces your ability to think. You can trust me on that as well.
2 – Be an early bird not a night owl
Yes, this line has been stolen from our recent internal campaign. But it’s rather playful and it gets my message across. I get to the office around 8.30-9 a.m. which is about 2 hours before most of the staff do, 4 hours before my Creative Director. This is far from a jab at my fellow colleagues - each to their own and without everyone else I would be lost. And I don’t do this to score points or get noticed. I do it because it’s quiet. I can think and be with my thoughts. It’s often why when it gets noisy I lock myself in a boardroom to brainstorm with a white-board.
I’ve also learnt from a master. Taking your lunch at 12 means you get quiet time in the office when you return at 1. These are the precious moments in my job where peace and serenity are warmly welcome. You are probably thinking that this contrasts my first creative thought, above, but both are valid points. You need quiet time and distractions in order to think. You just require them at set times during the creative process.
Quiet time is for after you have digested the brief. Distractions are for after you have a brief in. Simple.
3 - Get down with the lingo
Finally, a few buzz words and catch phrases to help you navigate the office
A – Final Approval: Basically means order dinner to the office, you’re staying past midnight.
B – I pulled it out of my arse: Every creative in the business uses this term. My reasoning is that it’s an excuse to share an idea you think is amazing, that you know no one else will like. It allows you to retract it if the general opinion is crap. After all, your arse is only ever full of s**t.
C – OE: This is the outer envelope for a Direct Mail or DM. The most important platform in marketing. NEVER EVER LEAVE IT OFF A CONCEPT. Your Creative Director will throttle you. The same goes for a P.S. (see below)
D – P.S. Apart from the headline of a letter, and of course the OE, this is the single most important thing you can add. Research has shown that over 80% of readers only look at this, the OE and your headline, so make it count. And I’m not going to reference where I got this statistic because 4/5 statistics are made up.
E – Concept: This one’s pretty obvious. Every idea needs legs that carry it beyond the face of the product. Ergo, you’re not selling a watch your selling the concept of time.
F – USP: Unique selling point. Something, anything, your product has that no one else has. Basic marketing. And one more thing while I’m at it, sell benefits as USPs not features.
G – Always think of the opposite: Ah, this is one of my favorites. It means that if you have an idea or a concept, turn it on its head and it’ll probably work harder. There are a few great examples out there but my favorite is the following. American Express does not have a pin, annoyingly, they always make you sign. This is often seen as a down side because it’s slow. If you turn it on its head, however, it can be used as a USP. Write a line such as “I am not a number” and you’ve singled out American Express as prestigious and exclusive, exactly what the brand is.
H – A blank page: This can be the most daunting thing to any creative, however, draw several black boxes on it and fill them with shit ideas. Then draw more on another page and do the same. Keep doing this until you have three out of 100 ideas that could work. Then go back to your blank page and develop these three out of their boxes and into something great. (Our Worldwide Creative Director taught me that one. Thanks Khai Meng)
So there you have it. There’s a lot more to it than that of course. So hold your breath. More to come soon. For now, go and digest.
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