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Unleash Inner Good Creativity - 2019

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Dwiyan Pratiyo
Dwiyan Pratiyo

This deck was created for a close sharing session group when I was in IDN Media. This 19 slides deck was telling more on the basis of creativity and how to unleash a good within in you as a person.

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IM NOT PERFECT BUT LIMITED EDITION
Disclaimer Maybe youll find several distortions or different interpretation in this deck. Its my fault, you must borrow the real book from William. Cheers
BOOK REVIEW IDN Creative Sharing Session
PAUL ARDEN (7 April 1940 2 April 2008) was a creative director of Saatchi and Saatchi and an author of several books on advertising and motivation, including Whatever You Think, Think The Opposite and It's Not How Good You Are, It's How Good You Want To Be. https://en.wikipedia.org/wiki/Paul_Arden
KNOW YOUR CLIENT AIMS Find out what the clients real objective is All clients aspire status (maybe to be recognize by his/her manager,etc) Therefore their motivation may be quite different from their brief to you
WHEN IT CAN BE DONE, DO IT. IF YOU DONT DO IT, IT DOESNT EXIST.
THE PERSON WHO DOESNT MAKE MISTAKES IS UNLIKELY TO MAKE ANYTHING
ITS WRONG TO BE RIGHT ITS RIGHT TO BE WRONG
DONT GIVE A SPEECH. PUT ON A SHOW. Instead of giving people the benefit of your wit & wisdom (words). Try painting them a picture.
COMPOSE YOUR AD FROM THE WEAKEST POINT.
ROUGH LAYOUTS SELL THE IDEA BETTER THAN POLISHED ONES. - Work with client rather than confronting him w/ ur ideas. - Show the client a scribble.
IF YOU GET STUCK, DRAW WITH DIFFERENT PEN.
DONT BE AFRAID TO WORK WITH THE BEST.
GET OUT OF ADVERTISING. A. Look for something new, but sometimes its something new to copy B. To be original, seek your inspiration from unexpected sources.
YOU DONT HAVE TO BE CREATIVE TO BE CREATIVE
WHAT IS MEANT BY THE WORD CREATIVE. 1. Something completely different to each client 2. I want the same as my competitors but different 3. To another it may be as simple as wanting a new jingle 4. Give me the same as weve had for the last twenty years, but not quite 5. 99% will want something that they recognize from their experience 6. Creativity with a precedent (previous cases/references) 7. Only 1 in 10.000 will really mean: Give me something I havent seen
HOW TO IMPROVE YOUR STRIKE RATE (on the deck or pitch, dwiyan) 1. Slogan win business. 2. Repeat the line. Repeat the line. 3. Wave the clients flag in front of him. 4. Present creative work first. 5. Do not put your best people on new business pitches.
CREATIVITY IS IMAGINATION, AND IMAGINATION IS FOR EVERYONE.
Perhaps being creative consists of CREATE + ACTIVE. Simultaneously creating ideas into being. Dwiyan, 28th Mar 2019

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Unleash Inner Good Creativity - 2019

  • 2. Disclaimer Maybe youll find several distortions or different interpretation in this deck. Its my fault, you must borrow the real book from William. Cheers
  • 4. PAUL ARDEN (7 April 1940 2 April 2008) was a creative director of Saatchi and Saatchi and an author of several books on advertising and motivation, including Whatever You Think, Think The Opposite and It's Not How Good You Are, It's How Good You Want To Be. https://en.wikipedia.org/wiki/Paul_Arden
  • 5. KNOW YOUR CLIENT AIMS Find out what the clients real objective is All clients aspire status (maybe to be recognize by his/her manager,etc) Therefore their motivation may be quite different from their brief to you
  • 6. WHEN IT CAN BE DONE, DO IT. IF YOU DONT DO IT, IT DOESNT EXIST.
  • 7. THE PERSON WHO DOESNT MAKE MISTAKES IS UNLIKELY TO MAKE ANYTHING
  • 9. DONT GIVE A SPEECH. PUT ON A SHOW. Instead of giving people the benefit of your wit & wisdom (words). Try painting them a picture.
  • 10. COMPOSE YOUR AD FROM THE WEAKEST POINT.
  • 11. ROUGH LAYOUTS SELL THE IDEA BETTER THAN POLISHED ONES. - Work with client rather than confronting him w/ ur ideas. - Show the client a scribble.
  • 12. IF YOU GET STUCK, DRAW WITH DIFFERENT PEN.
  • 13. DONT BE AFRAID TO WORK WITH THE BEST.
  • 14. GET OUT OF ADVERTISING. A. Look for something new, but sometimes its something new to copy B. To be original, seek your inspiration from unexpected sources.
  • 15. YOU DONT HAVE TO BE CREATIVE TO BE CREATIVE
  • 16. WHAT IS MEANT BY THE WORD CREATIVE. 1. Something completely different to each client 2. I want the same as my competitors but different 3. To another it may be as simple as wanting a new jingle 4. Give me the same as weve had for the last twenty years, but not quite 5. 99% will want something that they recognize from their experience 6. Creativity with a precedent (previous cases/references) 7. Only 1 in 10.000 will really mean: Give me something I havent seen
  • 17. HOW TO IMPROVE YOUR STRIKE RATE (on the deck or pitch, dwiyan) 1. Slogan win business. 2. Repeat the line. Repeat the line. 3. Wave the clients flag in front of him. 4. Present creative work first. 5. Do not put your best people on new business pitches.
  • 19. Perhaps being creative consists of CREATE + ACTIVE. Simultaneously creating ideas into being. Dwiyan, 28th Mar 2019