Slide 1: Gr e a t Quot e s To Us e & Re pe a t W n You Ca n’ t he F i nd A Be t t e r W y Of a S a yi ng I t Co l l e c t e d & V s u a l i s e d b y i To m H mp e i
Slide 2: On advertising
Slide 3: The definition of advertising: ‘You lie people to the truth’
Slide 4: We found advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn Andy Tarshis, A.C.Nielsen Company
Slide 5: Stop interrupting what people are interested in, and be what people are interested in
Slide 6: Advertising agencies may come up with the best brand ideas but big brand ideas are not always best expressed through advertising adliterate.com
Slide 7: Nike didn’t discover the power of advertising, they discovered the power of their own voice Dan Wieden
Slide 8: After the next nuclear holocaust there'll be cockroaches and ad people
Slide 9: On brand strategy
Slide 10: If you don’t have a strategy, any campaign can take you there
Slide 11: A good strategy should be concrete on the inside and chewing gum on the outside, not the other way around.
Slide 12: The business model of the digital age is one-word equity for brands, that word being the one word that a company wants associated with their brand Maurice Saatchi
Slide 13: Successful brands must work like a molecule; adding successive ideas into a chain of interesting innovations, many of which are not even seen as marketing John Grant, “The Brand Innovation Manifesto”
Slide 14: The more you understand something, the less interesting it is
Slide 15: You don't need to control the conversation to reap the benefits of the exposure Henry Jenkins
Slide 16: If you want to influence people's behaviour, give them something to copy
Slide 17: QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. It’s not what advertising does with the consumer. It’s what the consumer does with advertising.
Slide 18: The key is to produce something that both pulls people together and gives them something to do Henry Jenkins
Slide 19: The less control a company has over its marketing message, the greater its credibility The Economist
Slide 20: If your only tool is a hammer, every problem looks like a nail Bernard Baruch
Slide 21: It is difficult to get a man to understand something when his salary depends upon his not understanding it Upton Sinclair
Slide 22: The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions neurologist Donald Galne
Slide 23: We use logic to prove and intuition to discover
Slide 24: If I can't picture it, I can't understand it Albert Einstein
Slide 25: Genius is in simplicity and specificity. Success is in consistency.
Slide 26: On ideas
Slide 27: Good ideas are not adopted automatically. They must be driven into practice with courageous patience. Admiral Rickover
Slide 28: Adapt the technique to your idea, not your idea to the technique Bill Bernbach
Slide 29: The idea is the company. Get employed by it and employ others who believe in it, defend it, develop it and deliver it.
Slide 30: By 2015, there will be no separate media and creative awards because there will be no distinction between ad agency creativity and media agency creativity Cliff Francis, P&G's manager of global media and communication, in Cannes 2005
Slide 31: On media
Slide 32: It used to be that no brand manager at P&G ever got fired for recommending a 30-second TV spot
Slide 33: It no longer makes economic sense to send an advertising message to the many in hopes of persuading the few
Slide 34: We are a big marketer. We are not a mass marketer. M. Lawrence Light, McDonald’s chief marketing officer
Slide 35: Media organisations have learned how to buy sausage and bread for the cheapest price, they haven’t learned how to create great tasting hot-dogs
Slide 36: People don’t read ads. They read what interests them, and sometimes that happens to be an ad
Slide 37: We don't want 1.000 channels - we want the one we want to watch Nicholas Negroponte
Slide 38: As long as there are sofas, there'll be TV Contagious Magazine
Slide 39: On new media
Slide 40: Rule for bloggers: first thoughts, best thoughts
Slide 41: Widgets are the glue between people and the content they want
Slide 42: Traditional advertising is buying time, online is about creating time
Slide 43: Peer production is the most powerful industrial force of our time Chris Anderson
Slide 44: Instead of asking them to watch, to listen, to play, to passively consume, the race is on to get them to create, to produce and to participate trendwatching.com
Slide 45: I think the real indicator will be when someone confesses that they cried at level 17 Steven Spielberg, on the fusion of games and film
Slide 46: Participating in conversations is not about crowdsourcing, it's about crowdmanaging QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture.
Slide 47: 5/50 rule: in 5 years time, 50% of all content will be consumer-generated The Podshow
Slide 48: We cannot allow the multiplicity of possibilities to drag us into complexity Kevin Roberts
Slide 49: People are replacing their trust in traditional authorities with trust in each other
Slide 50: On the future
Slide 51: The future is already here, it's just not evenly distributed William Gibson
Slide 52: We always overestimate what will change the next 2 years, and underestimate what will change the next 10 Bill Gates
Slide 53: The one fact about the future of which we can be certain is that it will be utterly fantastic Arthur C Clarke
Slide 54: [in the future] you will physically be inside the experience, which will surround you top, bottom, on all sides Steven Spielberg
Slide 55: On ambition
Slide 56: It’s quite fun to do the impossible Walt Disney
Slide 57: The problem is not that we aim too high and fail, but that we aim too low and succeed.
Slide 58: Stay hungry. Stay foolish Steve Jobs
Slide 59: I think that's the best thing in life: keeping busy Andy Warhol
Slide 60: On whatever
Slide 61: Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius -and a lot of courage- to move in the opposite direction. Albert Einstein
Slide 62: If we took the mission statements of 100 large industrial companies, mixed them up while everyone was asleep, and reassigned them at random, would anyone wake up tomorrow and cry, 'My gosh, where has our mission statement gone?'
Slide 63: Actions speak louder than words
Slide 64: It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change Charles Darwin QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture.
Slide 65: To rob a bank you need two things: a gun and a smile. A smile to convince and a gun to convince faster.
Slide 66: It’s nicer to join the pirates than to join the navy
Slide 67: An educated customer is better than an entertained customer, because they're already further down the chain.
Slide 68: If I had asked people what they wanted, I would’ve built a faster horse Henry Ford
Slide 69: The consumer is not a moron, it's your wife David Ogilvy
Slide 70: The greatest geniuses accomplish more by doing less
Slide 71: The subconscious needs time and space to roam
Slide 72: I make movies for the masses but I speak to them one by one Steven Spielberg
Slide 73: Kids, you tried your best and failed miserably. The lesson is, never try. Homer Simpson
Slide 74: It takes two people to lie. One to lie, and one to listen. Homer Simpson
Slide 75: Just because I don’t care, doesn’t mean I don’t understand. Homer Simpson
Slide 76: speak less, say more
Slide 77: Before you speak, make sure that what you say is better than silence
Slide 78: What you have to remember when building a mousetrap, is to leave room for the mouse
Slide 79: Any technology that is sufficiently advanced is indistinguishable from magic Arthur C. Clarke
Slide 80: fail fast, learn fast, fix fast QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture.