Synopses & Reviews
Creative Leaps is a first-hand insight into the workings of one of the world?s hottest ideas companies, Saatchi & Saatchi; it reveals the strategies, the creative thinking and the stories behind some of their most successful advertising campaigns in Australasia.
This is a book about the business of ideas, packed with brilliant suggestions and guidelines on how to find even better ones.
It examines some of the campaigns that became showpieces for the network and explains the local thinking that inspired global action. Case histories and inside stories from ?Which bank?? to NRMA for H.E.L.P., to New Zealand?s hilarious ?Bugger? commercial and many others are discussed.
But, this is not a Saatchi & Saatchi book, as such. The lessons are universal. The methodologies are global. It's about the transformational power of ideas, wherever in the world they come from.
Creative Leaps is a unique text for anyone involved in marketing and advertising or, indeed, anyone interested in the power of ideas and the practical magic they can conjure.
Entertaining and anecdotal, Creative Leaps combines provocative opinions, fresh examples and prescriptive lessons for anyone interested in succeeding in the new brandscape.
Review
"...a book for anyone involved in marketing, advertising, or brand creation- indeed anyone interested in the power of ideas..." (The star online, 12 August 2003)
Synopsis
Important lessons in advertising from an industry leader
Saatchi & Saatchi is one of the best-known names in the advertising business. It's a cradle of creative ideas and a global industry leader. Filled with universal lessons for advertisers and unique methodologies, Creative Leaps explores the transformational power of ideas. It offers firsthand insights into the advertising campaigns of Saatchi & Saatchi, revealing the theories behind each campaign strategy, the process behind creativity, and the behind-the-scenes stories involved with each project. The book includes a CD-ROM filled with extra material and interviews with high-profile ad makers.
Michael Newman (Australia) is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. As a writer and creative director, he won numerous creative awards including Cannes, Caxton, D&AD, and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
Synopsis
Important lessons in advertising from an industry leader
Saatchi & Saatchi is one of the best-known names in the advertising business. It's a cradle of creative ideas and a global industry leader. Filled with universal lessons for advertisers and unique methodologies, Creative Leaps explores the transformational power of ideas. It offers firsthand insights into the advertising campaigns of Saatchi & Saatchi, revealing the theories behind each campaign strategy, the process behind creativity, and the behind-the-scenes stories involved with each project. The book includes a CD-ROM filled with extra material and interviews with high-profile ad makers.
Michael Newman (Australia) is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. As a writer and creative director, he won numerous creative awards including Cannes, Caxton, D&AD, and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
About the Author
Michael Newman is one of Australia's leading creative figures. As executive Creative Director of Saatchi & Saatchi, from 1996 to 2001, he led the agency back to the top of the country's award tallied, and initiated its strongest period of growth and financial success.
He was born in Melbourne and is a graduate of Monash University, Michael now lives and writes in a small cliff-top cottage on Sydney's northern beaches, where he overlooks the Pacific Ocean, his credit card bills and numerous deadlines.
Table of Contents
Foreword by Jack Vaughan
Acknowledgments
Introduction: Saatchi & Saatchi? They don’t work here anymore
PART ONE. GETTING TO GREAT
Chapter 1
Where do we begin? A little behind the 8-ball
Nobody looks at advertising on purpose
Many companies would rather know they’re exactly wrong than approximately right
Don’t tell me about your manure, tell me about my flowers
Chapter 2
Achtung, baby! (Lesson I: Simplicity)
Sharp ideas don’t stay that way for long
Does that look like an ad to you?
There are only two kinds of advertising — great and invisible
Chapter 3
A brief word
USP? SMP? ESP?
For original answers, ask original questions
OW! (Lesson 2: One word)
The power of a 4 letter word
Chapter 4
How do your customers look?
Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals)
The Attention Priority System
Write visuals (Lesson 3: Write visuals)
Chapter 5
Emotional rescue
A person buying ordinary products in a supermarket is in touch with his deepest emotions
The charm stick
Heart. Felt. Advice to clients
The good oil on Olay
Chapter 6
The dreamtime society (Lesson 4: Sell stories, not spiels)
Sell stories and you sell Landcruisers
Last week’s lecturer told us that long-copy ads were dead
This ain’t brain surgery, but it is the latest neuroscience
It’s hard to be warm in a cold-hearted business
No culture that values order above all else will be creative
Bad advertising costs the same as good advertising
PART TWO: IDEAS MACHINERY
Chapter 7
Aim to be famous (Lesson 5: Be an ideas evangelist)
Fame can be a real bugger
They’ve got it: infamy
A highland war cry
A quantum leap
Launching with a detonator
Topical and Tactical (T’n’T). (Lesson 6: Light a detonator; use T’n’T)
Chapter 8
Laughing all the way to the bank
What’s so funny? (Lesson 7: Wit invites participation)
Laugh and death
The funny thing about radio
Chapter 9
Don’t waste money on advertising; invest in property
The Camry story from scratch (Lesson 8: Property builds wealth)
Retail without product
Eating the competition for breakfast
Playing politics
Chapter 10
Thinking outside the media square (Lesson 9: Ideas bigger than ads
Is there still time for lunch?
Dream job
Ideas are like apples, easier to grow than to build
Cannes or can’t
Kaizan (Lesson 10: Continual improvement)
Appendix 1. What does “CD” stand for, anyway?
Appendix 2. Hiring ideas people
Appendix 3. The new business bitch
Index