Ben and Sophie’s top 11 book tips.
We decided to write a list of things we’ve learned along the way. This is just what we think, somebody else’s tips might be completely different.
1. Keep it quick. Creatives looking at your book have limited time so make the most of the opportunity. Keep storyboards and radio short and sweet.
2. A balanced book tends to have between 7-9 ad campaigns and a few other creative ideas.
3. Get to the bottom of a brand. Try to find out what makes them different to everyone else and what’s at the heart of their product and their company.
4. Demonstrate different tones of voice. How does this brand talk to people? What’s their personality?
5. Find different ways of talking to people. You don’t always need to conform to the conventional. Logos don’t have to sit in corners. Photos don’t have to be funny. And long copy is not scary.
6. Do more than just press ads. There are many other interesting ways of exploring an idea. What are the appropriate media for your idea? What medium is right for your audience? What will draw people in and surprise them? (TV, press, radio, online, viral, ambient, talking dogs…)
8. Expand at least one of your ideas into a big campaign and prove it’s not just a one off poster or TV ad.
9. We like to find out about you as well as seeing your book. Show us your matchbox collection, the short film that you’re making on the side or your greatest baking success. We see tons of ads, but sometimes it’s these little funny things that sums up who you are.
7. Listen and take notes too. You’d be surprised how many people don’t! Which is annoying to creatives who’ve given up their time to see you.
10. The advertising world is small so don’t piss people off or others might get to hear about it.
11. If you like a particular team, try to go back to them again with more work. Try to build a relationship. This will help you make more contacts, they may recommend you to their advertising friends and colleagues.
And here's link to the whole post.
Today made us especially happy. First we discovered a post on the W+K London blog about us. The Welcome to Optimism blog was the first one I started reading regularly, it introduced me to blogging and was one of the reasons I started a blog myself – so we're pretty chuffed to appear on there – a small dream comes true.
And if that's not enough to sweeten up the day, there's another one of our goals reached. We received an email from D&AD, we've made it onto the Advertising Workshop which will kick off next week. It's gonna be good. Every Wednesday, new creative people, drinks and food for our portfolio. Yummy! We might have even been smart enough to make copies of the work we've sent in. So if I'll find them I'll post the campaigns, the brief was WHSmith.
We hope your day was as good as ours, we all need some goodness nowadays to go with that boring weather – let's all say hello to good and it'll keep coming back.
One we’d like to add is the enormous amount of all staffers that are sent, approximately one every 10mins we’d say. ‘can I borrow a Nokia charger pretty please?’, ‘come get, brownies at reception’, ‘anyone remember the name of that guy on bbc1 last night, you know, white hair, big ears, kinda funny, probably cute when he was younger?’. We even got one from Dan Wieden (Jai is gonna nail this one on his wall).
A place we’d love to be but it’s not our time yet, however it’s not a dream we’ll be giving up anytime soon. All we can do is say a big thanks to W+K. What's next? We'll see. For now you can find us on the streets in various cafés around town, working on our book and other stuff.
Full of insight, he talked about where things are going, how he thinks brands should be engaging with people, stuff he likes to do, where he goes looking for ideas and how he wants his agency to evolve. The guy is a motivated genius and wanted to genuinely give us his time and help us. If we’re honest, we probably learnt more over that short casual chat than we have done over our entire month here.
It wasn’t like most reviews where we talked about the ads and strategies. Today we sat there and talked about issues, people, problems, emotions and solutions; very few of them being ads. It was eye opening and inspiring. Cheers Tony.
Some good news, we’ve been extended a week to finish up some work we’re having produced.
This week's been pretty quiet for us, although we constantly keep bugging traffic and everyone else there are no briefs on our table. So we're spending our time making a short movie, an assignment every placement team gets here. It has to include a horses head.
Come Friday we'll have a review with Tony D, so all is good and exciting.
It's 4th of July nutty at W+K at the moment, old Americana tunes being pumped through the agency tannoy. Yeehaa.
There's another brief on our desk, one that finds its way to every placement team here – to make a short movie. So time in between butter and sneakers is spent on a film with no restrictions. Quite a healthy creative diet we think.
However this has now changed. We are working on Nike, as they are sponsoring Fabregas who plays in the Spanish team, and if we're lucky we might get some work through. That is – if Spain wins and the client doesn't change their mind. Inner struggle.
As far as we know Wieden+Kennedy has the one single door in the industry that opens the other way.
You have to pull it, sounds simple but it's quite unnatural. Honestly said it was a bit annoying as we looked like a pair of idiots rigorously trying to push a door open when all it needed was a little pull.
Perhaps it’s just us and we’re a bit slow, but we’d like to believe it fits with their motto of walking in stupid every morning.
It’s our third day and we’ve just about got used to it. Now we thought wouldn't it be great if the door had a shuffle mechanism that would always change the direction the door has to be opened? That would be so stupidly great.
We have been wearing big smiles for days. We are curious, excited and hungry for a challenge. So good morning everyone, it's time to go.
We’re very happy we’ve stayed, doing what we do here in London. Our placement here at Leo Burnett is coming to an end, time to move on. We’re looking forward to a couple of weeks off, working on our book and doing stupid things before we start our next, let it be the last, placement at our favourite agency in town - probably all towns - Wieden+Kennedy.