10 commandments for the future (II)

#1 THERE ARE NO COMMANDMENTS
There’s an enormous amount of speculation and anticipation about how advertising is changing.
And there’s lots of advice on what to do.
But there’s no One Right Answer.
After all, we create bespoke solutions for unique problems.
Don’t be hoodwinked or seduced too easily by the silver bullet du jour.

#2 ASSUME THAT NOBODY CARES
Brands really don’t matter that much to people.
Most people aren’t waiting for your content.
And there’s too much of everything.
Working backwards from an indifferent audience is always the best placed to start creating.

#3 BE INTERESTING
You compete with anything and everything that vies for people’s time and attention.
Don’t rely on just pushing stuff out.
Create pull, draw people in.
Be part of what interests people.

#4 BE GENEROUS
Don’t make people work.
Most people aren’t enthusiastic students of brands.
So make it easy for for people.
Give more than you get.

#5 MOVE ME, DUDE
If you want to move people, you’ve got to move them.
If you want to create memories and influence behaviour, make people feel something.
Make them laugh... make them cry...
Emotional responses are what drive brands.

#6 SCALE IT
Marketing is a game of scale.
And ‘engagement’ hasn’t replaced reach.
Whatever you do, and however you do it, scale it or go home.

#7 SEE MORE THAN JUST AD-SHAPED PROBLEMS
The creative opportunity is vast.
But if you only see ad-shaped problems you’ll only make ad-shaped solutions.
Demand business problems to solve, not ad requests to fulfill.

#8 FIND YOUR INSPIRATION OUTSIDE ADVERTISING
Your only limitation is the breadth of your palette.
And the best work never feels like it’s come out of adland.
Step outside.

#9 WORK WITH GOOD CLIENTS
Money follows great work, rarely vice versa.
So find good, ambitious clients who will buy it.
Life is too short not to.

#10 FAIL HARDER
Fear kills creativity.
Create and sustain an environment in which creatives aren’t afraid to fuck up.
It is the only hope.

#11 BREAK THE RULES
All rules start out as heresies.
Create your own.

Lees ook de 10 geboden vanNiki van Wijk, Director Marketing & Strategy van iProspect|Netsociety.

And what are your Ten Commandments for the job? Please reply ....