From 11-th till 14-th September there is in Albena the 14-th edition of the Festival of the Bulgarian Association of the Communication Agencies. Today was the second day, which is already to its end.
The good news till now: the most creative Bulgarian communication campaigns during the last year will be seen in Albena.
The bad news till now: the most of these campaigns are not so much creative, but artistic. In fact with the artistic part the presentations (in fact the videos) try to mask the lack of the creative part.
The first thing, which impressed me, was the way the presentations were made. In fact in the first two days there were only several presentations. All the rest so called presentations were in fact videos with VO, a good montage and special effects.
Are we on the festival of the audio-video agencies? Where are the presenters? Where are the creative directors, who are leading the creative teams? Why don’t they present the creative end result of their creative teams? Why 90% of them rely on the audio-video effects in the videos, than on their creative presentation skills? If the presenter was not important, Svete Jobs would never made a single presentation. And here we are talking about a Festival of the Communication agencies.
In such situations is visible who are the real creative leaders in the agencies, if there are such ones. The real ones are on the stage, not in the crowd.
What do you think about focus groups? I think, that the focus groups are the death of creativity. They don’t work if you want to find out the value of a creative idea or concept.
And “that’s all folks” – nowadays it’s just a kind of “image effect”, when it comes to checking creative concepts with focus groups.
It’s good to let the good ideas live and not “focus grouped” them to death.
Here is a video, illustrating how focus groups could kill a really remarkable commercial, if the client trusted them and not the agency’s creative team. This is a real video with focus groups and no actors were used.
And here is the “1984” Apple Macintosh Commercial.
How to be creative?
Today being creative sounds like being “modern” and a lot of people are claiming they are “creative”.
But is there in fact such thing like creative type?
Here is a video, where Gary Rosen – an editor of Wall Street Journal weekend review, interviews Jonah Lehrer. There are some interesting points of view of Jonah Lehrer regarding the creativity. How we should approach creativity in general? This and other questions find their answers in the video below.
I love advertising industry – there are so many things in this industry, that delight me.
I believe this is the reason why I worked more than 10 years in this industry. But how it was many years ago?
In the video below Jane Maas tells us the stories of the real life years ago – in the 1960’s on the Madison Avenue. It’s really intriguing to find out, that women:
- “at that point weren’t allowed to work on automobiles”
- “weren’t allow to work on banks”.
“I think, that strategy and positioning is much more important these days. I think, that one thing is happening today, that we don’t know so much about and that is the importance of insights“, says Jane Mass.
And here is the whole video.
Have a great day,