Five by Five

Some of our esteemed creative folk went to Click London last week. Here’s the 10 most interesting things:

1. People don’t talk about advertising - they talk about what interests them and sometimes it’s advertising.

2. For a digital initiative to work it needs to be useful, easy and delightful: See this from AKQA for Fiat

3. Banners and micro sites are adverts advertising adverts. Your microsite needs to do something markedly different than the advert, it can’t just reinforce the advert.

4. Media is communities. Most of the agencies yesterday didn’t buy media at all, they just focused on the ideas.

5. Don’t pay for media - make your content so interesting that your audience does it for you. See this from Sony for AC/DC, the world’s first Excel video: 1.6 million views on Youtube, multi-award winning, album no. 1 un UK and Europe cost: £500

6. Clients get the work they deserve.

7. “If I ‘d asked my customers what they wanted they would’ve said a faster horse” – Henry Ford.

8. Too many agencies focus on the future, you should live in the now.

9. The copywriter/art director model is dead. Everyone’s responsible for creativity and bringing a vision to life it’s not divided into creatives and everyone else anymore.

10. You don’t need a social strategy, you need your business plan to be social.

Contributors: Martin Flavin, Chris Townsend, Nicky Standing, James Golding