Well, that was the main outtake of Dave Trott's APG talk last night. I was pretty reluctant to go out of pure post-bank holiday tiredness, but I ditched Fishtank on DVD and lemon sole goujons and I'm glad I did. He did waffle on a bit, but I loved his presentation style (impromptu flipchart), the use of the word 'squire', the football analogies and his art school training (the principles of bauhaus - form follows function - as a blueprint for successful advertising).
The essence of the talk was that as an industry we need to foster 'upstream' thinking, because 89% of advertising doesn't even register: 'we're so busy working not to be hated that we forget to be seen'. A couple of bits:
- I liked the Gladwell quote about how university prepares you badly for life because it discourages teamwork (it's cheating at university) and is actually is the opposite of how you get ahead in life, i.e. teamwork. So glad I went to a mickey mouse university where we always worked on live briefs in teams. I might also lift my self-imposed Gladwell fatwa (after paying for his awful talk last year) and read What the Dog Saw.
- We spend so much time trying to be clever that we forget the obvious stuff - 'everyone's too sophisticated to know the simple basic stuff'. It's through asking the naive questions that we often get to the type of thinking that makes good advertising.