For a time I saw, the requirement in developing an advertising today was pretty much about numbers and rationality, at least with which you wont lose your job. Smart insight with distinctive creative is what so-called luxury bonus - its the luck if you got it this time. Hence, i have no idea if the belief on 'creating big magic' was still alive in me or not. Heartfully, it's not inspiring.However, the book from Jon Steel is a belief saver...it makes me recharged of passion on the first read suprisingly, I suppose..is it 'the belief' was brought back? :))) Yes and no. Actually what was brought by Jon Steel could be a lot more than a belief. Its about the entire picture of how consumers should present the 'essence' in advertising development. It's neither about a linear process nor the methodology itself. It's really the master of mindset to embrace consumers truthfully and honestly. But dont mistake that the book is a pure 'consumer world' portrait which is probably too literal or too emotional...on the contray, all the scenes given were absolutely in business and very result-driven. If 'using mind power' is what you enjoyed in marketing, i believe you will have a lot fun with this book.
During the reading journey, I especially started to enjoy from chapter 3, where it started to discuss a much border sense than 'planning' itself. It gives the visceral examples of abusing marketing researches, the forgotten common sense to interpret consumers beyond hard numbers, the solutions to reveal the depth, the tactics of translating idea into creative languages and the mystery in creative judgement. Besides, it gives a brilliant case that depicts strategic thoughts applied in each stage above – I was fully attached by his witty, talented writing.
Clearly, the genesis of advertising is not followed by any particular steps, it's a combined wisdom and i m taking few author's lines as a summary of that 'genesis' - "the best advertising solutions tend to demonstrate the application of common sense and creativity to research, the combination of rational analysis and lateral interpretation, the ascendancy of subjectivity over objectivity and simplicity over complexity, the positive energy that is created by combining several different perspectives, and the celebration of change, uncertainty, and risk as powerful, constructive forces."
At last, If you shared this hope with Howard Gossage"I like to imagine a better world where there will be less, and more stimulating, advertising. I suppose all of us would like to see this one come to pass" - then we might need to take a review on our work rignt now
