Tuesday, August 14, 2007

Tuesday Tip - Your Idea Has To Be 120%

I owe this one to Andrew Fraser, formerly of DDB London, now ECD at Rapier.

I once showed an idea to Andrew - I think it was a print ad for The Guardian - and what he said was: "Yes, it's fine, it's good, it works."

But his tone of voice was a 'no'.

I asked what the problem was.

He replied: "Your idea has to be 120%, to survive the weakening."

I learned a good lesson that day. Here is a diagram of what I think he meant.



Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

2 comments:

Jetpacks said...

"...to survive the weakening."


What a great way to put it.

Anonymous said...

In order to survive 'weakening' of the scale apparently described in your diagram, your idea would have to be approximately 210%

Apologies for interrupting your little marketing circle-jerk with anything as mundane as logic or rationality.

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