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Steve Edge: The Future Doesn’t Just Happen
Prophet. Madman. Wanderer. And there it was, in those three words the makings of what was undoubtedly one of the most memorable and iconic Tuesday Club Talks NABS has hosted.
The voice behind the profanities came from the indomitable Steve Edge who declared that at the age of four, having discovered fat marker pens, plastic scissors and glitter, that his career in design was born. We, the audience were hooked.
DON’T OVERTHINK IT
(From âTHE OTAGO DAILY TIMESâ – New Zealand.)
âWe were trapped for thirteen hours in our own carâ Brian Smith explained to reporters in Alexandra, âand the emergency services told us that weâd have died if weâd been there for another half hour.
Itâs a keyless car, so when the door was shut and we didnât have the transponder key, we couldnât get out.
We tried to smash the window with a car jack, and we sounded our horn, but it was Guy Fawkes Night and nobody noticed it, due to fireworks.
We were trapped.
By morning, my wife Molljeanne was unconscious and I was struggling to breathe, when neighbours finally rescued us and took us to hospital.
Iâve since been shown that I could have opened the door manually with the door handle, but I didnât know that then.
I thought the doors would only work with the transponder, so I didnât try the handle.
I think all owners of keyless cars need to educate themselves in how to operate their car.â
So letâs get this right.
This guy and his wife sat in their car for thirteen hours and nearly died because it didnât occur to them to try the door handle.
That sounds pretty stupid, weâd never do that would we.
And yet we do it every day.
We are so overwhelmed by how complicated weâve made everything weâve lost the ability to use simple plain old common sense.
No wonder creative departments are confused.
What exactly is their job?
Is it: native advertising, content curation, storytelling or ideation, big data or hyper local, demographics or psychographics, semiotics, neuro-linguistics, or behavioural economics, choice architecture, cognitive dissonance, loss aversion bias, the sunk-cost heuristic, hyperbolic discounting, or confirmation bias, CRM, SEO, KPI, RPI, or CSR?
In fact theyâre expected to know about all of these.
Recently, Tim Bell was giving a talk on political advertising.
He and Saatchi helped Thatcher win three elections in a row.
They know all about the complicated world of political advertising.
Tim said this:
âThere are two strategies in political advertising.
Either: Itâs time to change.
Or: Itâs not time to change.â
Tim and Saatchis won Thatcher three elections in a row by keeping it simple.
One of the simple things Tim understands is the difference between advertising and marketing.
Advertising isnât marketing.
Advertising is the voice of marketing.
But most advertising people donât know that.
Consequently a lot of advertising looks like a marketing mood film with a two second logo on the end.
It keeps everyone in the clientâs marketing department happy.
It ticks all the boxes.
And itâs bland and invisible to the consumer.
Because everyone forgot the simple job.
Will ordinary people notice it?
Why should they buy it?
We donât ask those questions because everything is too complicated.
I Like Driving In My Car.
- or; What Will Jezza Do Next?
The rights and wrongs of Clarkson-gate to one side, his ‘moving on’ raises some interesting questions about the relative strength of media brands in the 21st Century.
THE GREAT LEAP BACKWARDS
In 1957, a billion Chinese were going hungry.
Mao Zedong couldnât admit this was because of the failings of his communist agricultural policies.
The reason must be something else.
He heard that sparrows were eating lots of grain.
THE DEVIL IS IN THE DETAIL
Lindsey Stone had a joke going with a friend on Facebook.
They used to post cheeky, irreverent photos of themselves challenging authority.
If they saw a NO SMOKING sign theyâd take a picture standing next to it with a cigarette.
Judi James: The Importance of First Impressions
On 10th March, we had the pleasure of welcoming body language and behaviour expert Judi James to host the latest in our Tuesday Club Talk series at the Posterscope London HQ.
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