Steve Harrison shares tips on pitching big advertising ideas to hesitant clients at Dubai Lynx April 1, 2008
Posted by Farrukh Naeem at copywriterjournalist.com in : Advertising, Advertising Agencies, Advertising Awards, Advertising Clients, Advertising Events, Advertising Pitch, Advertising in Dubai, Advertising in the UAE, BTL Advertising, Campaign Magazine, Client servicing, Creative Director, Direct Marketing, Dubai International Advertising Festival, Dubai Lynx Awards, Farrukh Naeem, Harrison Troughton Wunderman, Lack of creativity in advertising, Marketing, Steve Harrison , 7 commentsOn Day 1 of Dubai Lynx Awards and the Dubai International Advertising Festival, I was most interested in listening to the surprise session by Steve Harrison (not on the first released festival schedule but in the recent Dubai Lynx email notifications and updated schedule).
Steve has been described by Campaign magazine as “the greatest direct marketing creative of this generation” and his agency Harrison Troughton Wunderman has won more Cannes Direct Lions than any other agency in the world. Having worked at Wunderman and being passionate about direct marketing, how could I resist listening to someone who’s been the Worldwide Creative Director of Wunderman!
Steve’s presentation was about why clients buy bad work, and what can be done to stop them. Being a senior creative person who has to often present agency work to tough clients, I found Steve’s tips valuable and his interaction, engaging.
According to Steve Harrison, advertising agencies have to understand their clients before they can persuade them to buy great work. “You’ve got to start seeing the world through their eyes.” And one of the first key points to sell great work to clients - don’t sell bad work, don’t even take it to the client if you aren’t happy with it!
Also, before asking client to jump, agencies need to assure them they’ll take the client and his brand to the other side, that they know what they are doing.
“The client will never remember that you were three days late, but will always remember you for a bad campaign that bombed.”
Steve Harrison
Ex-Creative Director Worldwide - Wunderman
He cautioned agencies against producing dishonest work - ads that look like they’ve just been recycled from cliched, old concepts.
Steve’s answers were quick and witty. On being asked how clients that are family businesses should be dealt with, he suggested organising the pitch in their home with a smile. Businessmen may not be savvy about marketing but they know how to make money he said, and therefore, ads that will make them more money are sure to get their attention.
I asked Steve what he would do if the client loves a campaign but wants to change its big idea. Steve suggested doing a split test (like a true DM guy would). As well as presenting a completely new ad. A participant added that showing competitive ads could help. Of course, during his presentation he had already talked about getting the client involved from the briefing stage onwards in which case such a situation is less likely to arise.
The session was interactive with participants adding experiences of their market (a little too elaborately at times), talking about a ‘wine-women-wasta’ strategy, and the women in the audience objecting to the constant references to client’s wives.
As I was leaving, Steve thanked me for attending and said he liked my question and the insights I had shared with him on one of my campaigns. He’s delivering another seminar tomorrow but I might be battling agency deadlines. And making client logos bigger.
UPDATE - 10 April 2008: Samer Marzouq of Jazarah.net, another ad blogger buddy who had come all the way from Jordan, has a Video interview with Steve Harrison at Dubai Lynx in which Steve emphasises that clients must be trained by senior agency management on how to get their money’s worth out of an agency. I highly recommend the video.
Dubai Lynx announces Advertising Person of the Year Award in Dubai, UAE March 5, 2008
Posted by Farrukh Naeem at copywriterjournalist.com in : Ad Blogging, Advertising, Advertising Awards, Advertising Events, Advertising in Dubai, Advertising in Egypt, Advertising in Kuwait, Advertising in Lebanon, Advertising in Oman, Advertising in the UAE, Arabic Advertising, Dubai Advertising Festival, Dubai International Advertising Festival, Dubai Lynx Awards, Farrukh Naeem, International Advertising Association (IAA), Lack of creativity in advertising, Marketing , add a commentThe 2nd Dubai Lynx Awards Ceremony will honour the Advertising Person of the Year with a trophy at the first Dubai International Advertising Festival on 2 April 2008. This announcement was made at a press conference held by the organisers yesterday in Dubai Media City.
Dubai Lynx Awards juries announced. First Dubai Advertising Festival on its way… January 13, 2008
Posted by Farrukh Naeem at copywriterjournalist.com in : Ad Blogging, Advertising, Advertising Awards, Advertising in Dubai, Advertising in Egypt, Advertising in Kuwait, Advertising in Lebanon, Advertising in Oman, Advertising in the UAE, Cannes Lions 2008, Dubai Advertising Festival, Dubai Lynx Awards, Farrukh Naeem, Marketing , add a commentDubai Lynx Awards are back with a bang, this time with the first ever Dubai Advertising Festival.
Jury members of the 2nd Dubai Lynx Awards honouring advertising creative excellence across the Middle East and North Africa have been announced by the Cannes Lions, the organisers of the landmark event.
Plagiarism and copy-paste creativity in advertising – copywriter in Dubai, UAE, continues the discussion on ethics in advertising June 9, 2007
Posted by Farrukh Naeem at copywriterjournalist.com in : Advertising, Advertising Awards, Advertising in Dubai, Advertising in the UAE, Copyright Permission, Copywriting, Ethics in Advertising, Farrukh Naeem, Internet Advertising, Journalism, Lack of creativity in advertising, Marketing, Plagiarism, Plagiarism in advertising , 36 commentsWe the creative people in advertising – the creative directors, copywriters, art directors, graphic designers – take great pride in producing original ideas. At least that’s what we claim.
Then we see from amongst us, creatives being caught for copying not just a treatment or idea but entire sentences, phrases, tag lines, layouts with the fonts and visuals. I have even received emails from you, dear readers, alerting me to plagiarised ads. (An ad-blogging friend had sent me a copy of an ad he felt was a rip-off which he couldn’t put on his blog because they were also working for that client.)
The lack of self respect when one simply lifts someone else’s concept and execution is one of the reasons why we the advertising people have earned ourselves the notoriety of being in one of the least respected professions in the world. We have brought this upon us. (That email forward about “Don’t tell my mom I work in advertising…” comes to mind.)
Some of us just can’t help lifting stuff from advertising awards books. I have seen it happening so much, it has almost become an industry norm. Sad.
I remember one creative who kept the awards book he copied from, safely tucked in his drawer. So that no one will ever know where his ‘inspiration’ came from. His best idea was traced back to that book in his drawer.
Perhaps it’s the pressure of winning awards. Perhaps it’s the lack of confidence in some people about creating something world class with their own mind. It’s not what one would expect from an industry like ours, bursting at the seams with highly talented people. We have some of the brightest minds in business in the ad agency cubicles, halls, water cooler areas.
Call me a dreamer, but I am sure many of us in advertising believe that we don’t have to copy things from awards books and other people’s portfolios and websites. Yes, ideas are everywhere. But taking someone’s layout and copy?
And people who get into the habit of copy-paste don’t just stop at ad layouts. I recently came across a profile of an ad man that reads just like mine with exact phrases from my profile, on the same online network, in my own city!
I am reproducing a few of the many, many ’coincidences’ I found below in this person’s profile:
My network profile: (Wants) partnerships for projects across the globe
Copy-paste profile: (Wants) Partnerships for projects across the globe
My network profile: campaigns for TV, radio, press, magazines, outdoor, direct marketing and the internet
Copy-paste profile: campaigns for TV, radio, press, magazines, outdoor, direct marketing and the internet
My network profile: worked on some of the hottest brands in the world
Copy-paste profile: worked for some of the hottest brands and companies in the world
I could have provided you a link to our friend’s profile – but then this post isn’t about any particular person. However, if you want to hire a ‘global creative director’ who’s good at copying and pasting things, email me and I might just give you the link.
Anyway, this post is about an unethical and unflattering practice that I feel does disservice to our advertising profession. It’s about two buttons on our keyboard - ‘Ctrl’ and ‘C’. Let’s not use them too much.
In the coming days, I plan to have a few more posts on copy-paste creativity in the world of advertising because discussion on this is relevant and needed, specially in the time of the internet which makes plagiarism easy to do. But then, it has also become easier to track. Thank you, Google.
Take the case of this blog as an example - I caught someone copying content from my blog, from as far as Russia, and pasting it as his own writing. Such a content-scraper can be easily banned from their web host on charges of copyright violation and breach of TOS. (Quoting from this blog, as this blog’s copyright notice says, is fine as long as the quote is attributed and linked back to my blog as the source.) I believe in open source and information sharing but am strongly against plagiarism and credit-stealing.
What is your verdict, dear readers?
When does inspiration or benchmarking become plagiarism?
Have you met friends in the profession who feel it’s cool to copy as long as one doesn’t get caught?
Have your ideas and ads been lifted by other creatives who don’t have what it takes but are faking it?
If you are a brand manager or marketer, would you hire a self-professed ‘global creative director‘ who’s been caught stealing ideas from others and passing them as his own?
Comments are open… I don’t fancy anonymous ones though.
Creativity and advertising in the UAE - The important role young creatives play May 25, 2007
Posted by Farrukh Naeem at copywriterjournalist.com in : AGA, Advertising, Advertising Awards, Advertising in Dubai, Advertising in the UAE, Apple, Arabian Gulf Advertising, Bilal Kerbaj, Cannes Lions 2008, Copywriting, Farrukh Naeem, International Advertising Association (IAA), Journalism, Keshav Naidu, Marketing, Sheetal Rajan, Shiva Kumar Thekkepat, Team Y&R , 4 commentsKeeping you posted on the latest advertising, marketing and creativity trends in the UAE and worldwide, I’d like to recommend today’s Gulf News Friday article by the senior journalist Shiva Kumar Thekkepat.
The report is in the light of the recently concluded Cannes Lions Young Creatives 2007 competition, which pits the wits of young agency creatives under 28 years for a chance to represent their agency and country at the global level.
The global Gold winners will enjoy a full delegate registration to Cannes Lions 2008, including hotel accommodation courtesy of the Festival, and many other goodies, like an Apple iPod!
The winning work is made available to a real client, usually a non-profit/charity organisation.
In the Gulf News article, Shiva talks to Sheetal Rajan and Bilal Kerbaj of Arabian Gulf Advertising (AGA) Dubai who won Gold and Keshav Naidu and Umran Shaikh of Team Y&R, Dubai who won Silver.
And a little surprise - you’d see your favourite ad blogger in the feature too. I shared views on the importance of encouraging young talent. And the days when agencies here in the UAE insisted on only talking to people with ‘minimum 10 years of experience’. And what global creative bigwigs who were here during Dubai Lynx said about our standards of creativity.
Also, why I respect creative people in the Middle East because I believe we try harder (think the legendary ‘We Try Harder‘ campaign). Like when we get a brief to promote skin care without showing any skin. And sell lingerie but stay clear of any product shot. Well, you get the picture 
Farrukh Naeem, copywriter and journalist, talks to Shiva Kumar Thekkepat of Gulf News on advertising and creativity in the UAETechnorati Tags:
Farrukh Naeem, Copywriter Dubai, Copywriter UAE, Media in UAE, Team Y&R, AGA, Young Creatives, Shiva Kumar Thekkepat, Keshav Naidu, Advertising Blogger, Arabian Gulf Advertising, Bilal Kerbaj, Cannes Lions 2008, Sheetal Rajan, International Advertising Association (IAA), Dubai Lynx, Copywriting, Friday, Dubai, Creativity, Apple iPod, Journalism, Life In The UAE, Gulf News, Advertising in the UAE, Middle East Advertising, Creative Awards, Advertising Awards, Advertising in Dubai, uae advertising, Marketing
Apple Macintosh’s legendary ‘Think Different’ campaign by TBWA Chiat/Day: A dream ad for any creative copywriter
Posted by Farrukh Naeem at copywriterjournalist.com in : Advertising, Advertising Awards, Apple, Apple Advertising, Copywriting, Farrukh Naeem, Freelance Journalist, Jennifer Golub, Jessica Schulman, Lee Clow, Marketing, Richard Branson, TBWA, TBWA\Chiat\Day, TV commercial , 10 commentsFor me as an advertising copywriter in Dubai, UAE, it’s good to benchmark with ads that have made a global impact. What is the stuff that memorable ads are made of?
One campaign that remains etched in my memory and gives me the I-wish-I’d-done-that feeling is Apple Macintosh’s ‘Think Different‘.
The personalities that the campaign featured were the ‘crazy ones’, who zigged when others zagged. The campaign theme ‘Think Different’ itself is a rule-breaker, as my fellow copywriters will notice. Here’s what the script of Apple’s legendary ad spot said…
Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.About the only thing you can’t do is ignore them.
Because they change things.They push the human race forward.And while some see them as the crazy ones,
we see genius.Because the people who are crazy enough to think
that they can change the world… are the ones who do.
The ‘Think Different’ campaign featured many people whose lives and thoughts I find inspiring - Mahatma Gandhi, Albert Einstein, John Lennon, Bob Dylan, Mohammed Ali and Richard Branson whose autobiography I am reading these days.
This is what I am talking about:
[youtube=http://www.youtube.com/watch?v=KreJkItCk4E]
Some of the people from TBWA\Chiat\Day who made this award-winning ad campaign happen - Lee Clow, Chief Creative Officer, Jennifer Golub, Executive Producer, Jessica Schulman, Art Director - share their experience in ‘The Making of Think Different’ on YouTube.
Which one is your favourite legendary ad? An ad made you wish you were in advertising when you were a kid? Let me know and maybe we could share it here on this blog…
Your comments are welcome and appreciated - click here to -> ’add your comment‘.
Useful Links:
1. Electric Escape reproduces an article by Stuart Elliott of the New York Times with an interview of TBWA Chiat/Day’s Lee Clow, Jessica Schulman, Jennifer Golub and Dan Bootzin
2. Detailed info by canadian-helper-ga on Google Answers about the background, credits and awards won by the ‘Think Different’ campaign
3. Wikipedia entry for the ‘Think Different’ campaign (yeah, it’s that legendary!)
Technorati Tags:
Farrukh Naeem, Creative Awards, Advertising Awards, TBWA\Chiat\Day, Apple Advertising, Jessica Schulman, Jennifer Golub, Jennifer Glub, Lee Clow, Mohammed Ali, Richard Branson, Copywriting, Creativity, Apple Macintosh, John Lennon, Think Different, Albert Einstein, TBWA, Gandhi, Bob Dylan, Marketing, Freelance Copywriter, Copywriter in Dubai, Copywriter in Abu Dhabi, Copywriter in UAE, Advertising in the Middle East, Advertising Blogger
Xing and Maktoob Business networking event in UAE: The Dubai copywriter gets invited May 19, 2007
Posted by Farrukh Naeem at copywriterjournalist.com in : Farrukh Naeem , 17 commentsThe networking site Xing and Maktoob Business organised ‘The Networking Hotspot’ on 16 May at Munchi Thai Restaurant at the Habtoor Grand Resort & Spa Hotel in Dubai. I was invited to experience some live networking by my friend Nelly Liebrecht, who is a prolific networker, marketing professional and Xing’s regional manager in Dubai.
Here are a few pictures from the event… and if you are a Xing member visiting for the first time to check these pictures out, welcome to the blog. I look forward to your continued interest. On to the photos now…
I crossed the poolside to get to the venue to be greeted by Xing and Maktoob Business banners. The pool in the summer evening was tempting. If only I had come in my shorts (sigh). (more…)
The sun sets on Emirates Evening Post: Another UAE publication bites the dust April 23, 2007
Posted by Farrukh Naeem at copywriterjournalist.com in : Advertising, Campaign ME, Emirates Evening Post, Farrukh Naeem, Journalism , 6 commentsEmirates Evening Post was missing in action yesterday and it was sad to read about it in today’s Khaleej Times. Ben Flanagan’s report on ArabianBusiness.com notes that it is the end for the publication because of licensing issues. A three-month grace period had been granted to the paper in February by the UAE National Media Council (NMC), the report says.
The UAE’s only English newspaper that brought us fresh news in the evening - before the morning newspapers woke up - will take with it some fond memories. I had a chance to meet (and be interviewed by) some of its wonderful reporters over the years - Bobin James whose pictures of live concerts I absolutely loved, Veena Kuruvilla who I crossed paths with on her humanitarian beat, Kamakshi Matai and most recently, Vinod Kumar.
