Impact and irreverence
James Aitchison
29 February 2008
Jean-Marie Dru: the seven rules of impact
Jean-Marie Dru, global boss of TBWA, drew extensively on his network’s show reel to open day two with a presentation built around seven points crucial for the creation of advertising with impact.
1. Creativity is not exclusive to specific categories
2. Be creative before the creative process begins
3. You need a big idea
4. Every touchpoint must be creative
5. The interactive world is one of infinite creativity
6. Simplicity is key
7. Creativity builds sales
http://www.warc.com/ConferenceBlogs/EFFIES-022008.asp
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