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Kevin Roberts' Advice For Budding Advertisers
It is not surprising then that thousands of young people want to enter into the highly competitive advertising industry. And there's lots of tips - a search in Google for "advertising industry tips" produces 17 million results. Here's what advertising guru Kevin Roberts had to say to a crowd of enthusiastic advertising students.... Kevin Roberts walks into a theatre of keen advertising students and is every bit the unassuming powerman in his cotton and trainers. His reputation precedes him; we all know that he is the worldwide CEO of the enormous Advertising Agency Saatchi and Saatchi - The biggest suit of all. Introduced as a suit and quick to tell the class if that he had hair, it would show his inner rock star, Kevin Roberts is everything an Advertising Agency CEO should be; absolutely precisely, unpredictable. Roberts is grit. He's not watered down - tells it as it is. And he has an opinion on everything. So what will these young creatives scribble on their blank notepads? Kevin Roberts covers few main points for effective advertising: Action, Emotion and Storytelling. Action "The Ad Business is an ACTION Industry. That's what differentiates it from other businesses," he says, "You must keep asking: will this incite an Action?" Emotion Mystery, Sensuality, Intimacy. Roberts is passionate about emotion in advertising, instructing that it is emotion that insights action. "It's not about attention," Roberts says, "It's about attraction". Storytelling Roberts pleads for the students not to produce ads that are rational. Claiming the information age is over, and consumers want to be entertained, we hear that the storytellers will be the heroes of the 21st Century. Finding Insight "The consumer is not a moron, she's your wife." Roberts quotes another advertiser David Olgivie to highlight that to look for insight, creatives must get to know the consumers through observation. The Interview Once a young creative is equipped with their tools, Roberts believes they must take charge in the interview room. "You should go into the interview and interview the employer," he says. He recommends asking how much responsibility you will get, how much recognition, and how much Joy! Kevin Roberts believes in the young creatives so much that he has flown half way around the world to tell them this for gratis. We know that. He knows that. It doesn't need to be said. And then, faster than you can say Worldwide CEO, Kevin Roberts leaves the theatre with an unopened gift, his energy noticeably goes with him. Article Directory: http://www.articledashboard.com Article by Bernadette Peters who works for the Media Design School (www.mediadesignschool.co.nz), a tertiary institute specialising in high-end undergraduate and graduate qualifications, including creative advertising qualifications, located in New Zealand. Copyright © 2007. This article may be freely distributed if this resource box stays attached. |
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