Many articles have been revealed in regards to the tv sequence Mad Males from 2007 to 2015, particularly the ultimate episode. Not solely did this present first air earlier than the onslaught of AI instruments, nevertheless it was additionally set in a time usually thought-about the “Golden Age of Advertising” as described by the American Affiliation of Promoting Companies:

“The Nineteen Sixties by means of the late Eighties have been characterised because the “Golden Age of Promoting.” It was a time of massive concepts, three-martini lunches, and larger-than-life personalities who graced the society pages and the enterprise columns.”

I’m going to interrupt my article on huge concepts and Don Draper for a minute.

Though I’m a fan of classic promoting and I respect the business’s pioneers and innovators, I do know the Nineteen Sixties weren’t golden for everybody. I delivered newspapers as a child, and I might learn.

Reminiscences blurred by nostalgia and too many martini lunches in Nineteen Sixties could also be causes that outdated Mad Males describe the Nineteen Sixties because the Golden Age. Though occasions might have been wonderful for them, it’s price remembering that the last decade was not golden for everybody. Assassinations of the Kennedys and King, the Vietnam Struggle, pupil protests, Kent State, Agent Orange, Napalm, the Civil Rights motion, residential redlining, white flight, and the Chilly Struggle have been all occurring throughout this identical time.

What helped give the phantasm of the Nineteen Sixties being golden was the promoting. Tv reveals like Dragnet, My Three Sons, and Gilligan’s Island have been escapist leisure and distractions from the customarily traumatic and disturbing information tales. Even Walter Cronkite and the night information have been interrupted by momentary messages of “Plop-Plop-Fizz-Fizz, Oh what a aid it’s”, “Snap-Crackle-Pop, Rice Krispies”, “Winston tastes good like a cigarette ought to”, “Let Hertz put you within the driver’s seat”, and a lot extra. These intelligent catch phrases and promoting jingles and characters have been etched into American minds as a lot because the pledge of allegiance.

If these outdated advert guys suppose the Nineteen Sixties have been the Golden Age of something, good for them.

For my part, if you’re lucky sufficient to now be working at a job the place creativity and concepts are valued, then that is your Golden Age. And you’ve got so many artistic instruments, together with AI, at your command.

Now again to my matter. A few of my favourite Don Draper quotes embody:

  • “Simply give it some thought. Deeply. After which overlook it. An concept will bounce up in your face.” 
  • “There’s a uncommon event the place a public might be engaged past flash…a couple of deeper bond with a product. Nostalgia. It’s delicate however potent.” 
  • “And you already know what happiness is? Happiness is the scent of a brand new automotive. It’s freedom from worry. It’s a billboard on the aspect of the street that screams reassurance that no matter you might be doing is okay. You’re okay.”

To understand Don Draper’s artistic expertise and that final second of impressed readability that introduced on that huge grin, it is best to binge-watch the sequence for those who’ve by no means seen it. Supposedly, that huge concept he had on the final episode of this fictional tv present was the “I’d like to purchase the world a Coke” business that anybody close to my age nonetheless remembers.

If he was nothing else, Don was an concept man. I don’t admire the whole lot about his character, however his creativity was simple. And though I’m no Madison Avenue promoting genius, I’ve made my dwelling on concepts.

So, right here’s a listing of the ten issues you are able to do while you want a giant concept:

  1. Don’t be lazy. You’re in a aggressive sport; be skilled about it. Wherever your artistic efforts might be extra skilled, rent outdoors professionals.
  2. By no means stop studying. Now’s the very best time to be in advertising and marketing; you may make it your Golden Age by working at it and studying and making use of your concepts.
  3. Consider nice questions. Nice questions result in nice solutions and large concepts.
  4. What’s your first concept? Generally, your first concept is your greatest. Now, see for those who can higher it.
  5. What’s your worst concept? While you’re caught in search of the very best concept, swap gears and consider the worst. Generally, it lightens the temper, adjustments your perspective, and results in an important concept.
  6. What’s your story? Entrepreneurs are within the storytelling enterprise. You can see every kind of fine recommendation on storytelling with a easy search, so learn up.
  7. What’s the hook? Why ought to anybody hearken to your story? Draw them in with a compelling query or scary assertion or picture.
  8. Don’t restrict your time on artistic growth to work hours. Sleep on it and get up with it. Write it down when you’ve got an concept, or it should evaporate like a superb dream (don’t be like Paul Kinsey). Maintain a pen, pad, or notes app in your cellphone close to the mattress or bathe.
  9. Maintain engaged on it. Advertising is a sport, nevertheless it isn’t all enjoyable and video games. And all the time regulate your competitors.
  10. Now, reduce the content material in half. Upon getting your advertising and marketing technique and inventive concepts labored out, simplify. What can you’re taking out? If it’s not crucial, it’s litter.

My suggestion record differs from Don Draper’s strategy, nevertheless it’s labored for me, and a few of the suggestions might enable you. A few of these concepts would possibly make good ChatGPT prompts; I’ll attempt that myself and see what occurs. Who is aware of?

I don’t want synthetic intelligence to know this: We predict alike for those who get pleasure from collaborating with others on new concepts. And everybody grins when an important concept lights up.

Think about giving STOUT Inventive a name. We make concepts work.


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