Tuesday, March 21, 2006
John Pallant Saatchi and Saatchi - IAA Dubai
John Pallant of Saatchi and Saatchi injected some life into proceedings and used the three huge screens to wake up the whole room. He has been concentrating on creating "Ad's that don't look like ads" and showed some interesting work they had done in Poland for amnesty, still using traditional media of print/web/radio/poster but in an innovative way.
He is also interested in communications ideas that do not look like communications ideas
He noted that there are now lots of good ideas out there with high production values so you now need great ideas to stand out from the crowd.
The more global work he takes on the more levels of sign off he sees which leads to massive watering down of ideas to please the lowest common denominator.
He made a great point that audiences are as accessible as ever but are no longer captive, they are more demanding and you should not presume that because they are looking at your campaign that they are paying attention.
He is a fan of Kevin Roberts concept that he outlines in his book SISOMO, in which he theorises that audiences pay attention to sight sound and motion
He realised that creatives do their best work when;
They have a new creative director to impress
They form a new copy writer/ art director team
They have just joined a new agency
When they are out of the office
When they are running out of time
He created Saatchi TRIBE, to put creatives onto the edge where they perform best.
They created teams of three from employees all around the world on an ad hoc basis dependant on the client needs, they work under a new creative director and are subjected to 2 days of high pressure work. They brainstorm for short periods, between 20 minutes and an hour. These elements all encourage cross fertilisation and lateral jumps of ideas.
Clients are encouraged to brief teams personally and there is always a planner present to keep the creatives on track and to the brief, or to amend the brief if necessary. The client returns at various points to allow them to take ownership early on and become an internal champion.
The main power driver of the tribe is the diversity of the group in an environment of ego free co-operation.
The clients are willing to pay more for this service and get real business results whilst having a bit of fun.
He is also interested in communications ideas that do not look like communications ideas
He noted that there are now lots of good ideas out there with high production values so you now need great ideas to stand out from the crowd.
The more global work he takes on the more levels of sign off he sees which leads to massive watering down of ideas to please the lowest common denominator.
He made a great point that audiences are as accessible as ever but are no longer captive, they are more demanding and you should not presume that because they are looking at your campaign that they are paying attention.
He is a fan of Kevin Roberts concept that he outlines in his book SISOMO, in which he theorises that audiences pay attention to sight sound and motion
He realised that creatives do their best work when;
They have a new creative director to impress
They form a new copy writer/ art director team
They have just joined a new agency
When they are out of the office
When they are running out of time
He created Saatchi TRIBE, to put creatives onto the edge where they perform best.
They created teams of three from employees all around the world on an ad hoc basis dependant on the client needs, they work under a new creative director and are subjected to 2 days of high pressure work. They brainstorm for short periods, between 20 minutes and an hour. These elements all encourage cross fertilisation and lateral jumps of ideas.
Clients are encouraged to brief teams personally and there is always a planner present to keep the creatives on track and to the brief, or to amend the brief if necessary. The client returns at various points to allow them to take ownership early on and become an internal champion.
The main power driver of the tribe is the diversity of the group in an environment of ego free co-operation.
The clients are willing to pay more for this service and get real business results whilst having a bit of fun.
