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UT ADV 325 - RUTHLESS CREATIVITY (guest speaker)

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GSD+M: he was a young creative director (without a lot of creative experience)  he sent a lot of their teams to repeat their workScott MaafeeSander swingoHis love for advertising is really intense.It all began with his dad (he was in the navy, worked on a ship) came from a whole different world.His dad joined Appestats Workers Union : mineral substance not good for lungs, insulate houses, rooms.  you got a grey lung with this.Main rules in his house : not touch dad work clothes. (big deal in the house)He works for an oil refinery , mines,1970: Nuclear power plants , a meter built in the suit (too much radiation) in advertising you don’t get lung diseases nor anything dangerous like radiation He worked at McDonalds and wanted to be a doctor.He loved Dali (he wanted to be an artist)  to fill the gap of the art desire and real jobWorked at an agency (without radiation)  his job was really mediocre. (brochures ) 1980’sNike add: A man running in the night , humming a song , 4 more miles to go.He went to school in Atlanta (he graduated and got an agency in DC)He got a call from GSD+M and got hired. (work his way up)Left GSD+M in 2001 and .com crash and nope.He started a small agency, and grab whatever clients they could!Fear appeal in his campaigns.RUTHLESS TRUTH #1 we are not artists (Capitalist with talent) change the idea of Texas (old west) and do the time travel campaignRUTHLESS TRUTH #2 listening is everything. TO BUSY to hear what the answer really is. State farm campaignsRUTHLESS TRUTH #3 Good clients do Good work Clients that have courage, creative, or open minded. clients get the work that they deserve.50 million pound campaign (state farm)RUTHLESS TRUTH #4 Ideas are fragile.(diluted, compromised and can be easily discouraged. ) better to do something genuine. (not that a great idea, but it is better to fail with passion that fail without it.)RUTHLESS TRUH #5 a lot of false gods. it is all about behavior (smart people following a lead and everybody doing the same) Behavioral science lab to arrange the case studies according not only to marketing or creativity. (how do we use basic psychology to appeal the client) domestic abuse campaign? Not really going to work. lipstick case to ask for help (when they are ready) Beautiful and effective. (not a way to measure the effects) Puerto Madero: bridge to communicate to Puerto Madero (and really get there) a structure with beautiful design. the last exorcism is a great understanding the medium (chat roulette. (how the medium IT REALLY WORKS ) than how everybody wants it to work  behavioral science.IT IS NOT ABOUT THE DEGREE!!!(Standard price of entry)Career Truth #1SHOW UP!!  how you show up. (being really there, looking people in the eye, really listen, take notes, be early)Career Truth #2PAY ATTENTION  frank Sinatra said to their kids (you can learn so much by paying attentionCareer Truth #3EARN TRUST “it is greatest to be trusted than to be loved.” trust overrides intellect and quality.ADV 325 1st Edition Lecture 12 Outline of Last Lecture I. Postmodernist AdvertisingOutline of Current Lecture II. Guest Speaker: Scott Mcafee (ruthless creativity)III. Biography:Inspiration of his life to become a creative directorIV. RUTHLESS TRUTHS (5)V. Behavioral Science Labs VI. Career Truths ( 3) Current Lecture GSD+M: he was a young creative director (without a lot of creative experience)  he sent a lot of their teams to repeat their work o Scott Maafeeo Sander swingo- His love for advertising is really intense. - It all began with his dad (he was in the navy, worked on a ship) came from a whole different world. - His dad joined Appestats Workers Union : mineral substance not good for lungs, insulate houses, rooms.  you got a grey lung with this. - Main rules in his house : not touch dad work clothes. (big deal in the house)- He works for an oil refinery , mines, - 1970: Nuclear power plants , a meter built in the suit (too much radiation) -  in advertising you don’t get lung diseases nor anything dangerous like radiation-  He worked at McDonalds and wanted to be a doctor. - He loved Dali (he wanted to be an artist)  to fill the gap of the art desire and real job - Worked at an agency (without radiation)  his job was really mediocre. (brochures ) 1980’s- Nike add: A man running in the night , humming a song , 4 more miles to go. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- He went to school in Atlanta (he graduated and got an agency in DC) - He got a call from GSD+M and got hired. (work his way up)- Left GSD+M in 2001 and .com crash and nope. - He started a small agency, and grab whatever clients they could!- Fear appeal in his campaigns.  RUTHLESS TRUTH #1  we are not artists (Capitalist with talent)   change the idea of Texas (old west) and do the time travel campaign RUTHLESS TRUTH #2   listening is everything.   TO BUSY to hear what the answer really is.   State farm campaigns  RUTHLESS TRUTH #3   Good clients do Good work  Clients that have courage, creative, or open minded.   clients get the work that they deserve.  50 million pound campaign (state farm) RUTHLESS TRUTH #4  Ideas are fragile.  (diluted, compromised and can be easily discouraged. )  better to do something genuine. (not that a great idea, but it is better to fail with passion that fail without it.) RUTHLESS TRUH #5  a lot of false gods.   it is all about behavior (smart people following a lead and everybodydoing the same)   Behavioral science lab to arrange the case studies according notonly to marketing or creativity. (how do we use basic psychology to appeal the client)   domestic abuse campaign? Not really going to work.   lipstick case to ask for help (when they are ready) Beautiful and effective. (not a way to measure the effects)   Puerto Madero: bridge to communicate to Puerto Madero (and really get there) a structure with beautiful design.  the last exorcism is a great understanding the medium (chat roulette. (how the medium IT REALLY WORKS ) than how everybody wants it to work  behavioral science.  IT IS NOT ABOUT THE DEGREE!!! (Standard price of entry)  Career


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