Veksner: ban everything except Post-It Notes
By Simon Veksner, creative director at DDB Sydney
We all wang on about the importance of simplicity. But our actions do not back up our words.
Not by a long shot.
Clients say they want ‘simple, powerful, effective advertising.’ But too many of them (not talking about mine, who are lovely!) feel they will get to this by presenting the agency with 54 pages of Powerpoint charts and brand architecture diagrams.
Planners want Creatives to deliver great work that’s on-brief… but there’s often various possible briefs within the several pages they hand over.
And Creatives – yes, we must own up to our own failings too – write elaborate TV scripts, and lengthy descriptions of activations or interactive ideas… whose verbiage often obscures the fact they don’t actually have an idea in them.
Anyway, I’m not here to complain. I’m here to suggest an answer. We simply ban all presentation materials (Powerpoint, Keynote etc) and indeed all forms of stationery, except for the post-it note. READ ON….
7 Comments
Thank you,
I have been thinking I was going mad, thank god you agree with me.
Simplicity has gone out the window. Jargon rules. Planners think they’re doing their job by making things more complicated and ‘intellectual’.
All a planner’s job is, is to tell the creatives what the planner wants them to say.
Then creatives find an engaging way of saying it.
Great idea! I just don’t think it will stick.
Yes, yes, yes.
I get it haha
Surely every good planner knows if the brief can be interpreted in many ways then they can’t be blamed for the outcome?
You were obviously the slow one at school. We all got it instantly. We just didn’t feel the need to point it out.
Hahaha! Slow one at school. 🙂