New Blood – The ADC Junior Seminar
Posted by Steffen Stäuber
New Blood for the industry. This Saturday I gave the More Than Advertising presentation at the ADC Junior Seminar in Stuttgart.
In the audience: 30 young Art Directors and Copywriters who were hungry for new ideas and inspiration. After 161 charts and some questions they had to do a little exercise.
The challenge was to launch a new soft drink with the small marketing budget of only 200.000€. But most important, it was forbidden to spend any of this money on media. I wanted them to create ideas that attract an audience instead trying to buy attention through ads.
After 30min of group work every team presented their concepts. And what I heard really thrilled me! Every team came up with an innovative idea, they had created guerilla strategies, social media platforms, viral marketing, innovative promotions and some interesting collaboration concepts. Every one of it was a great new solution to this problem and I´m sure that if we had the time and the money (for real) these concepts would work.
That proofed me once more, that its not the lack of creative talent or ideas that avoids this new kind of advertising & marketing, it´s our old structure and the way we work. So we should think about ways to protect ideas like that and how we could sell them to our clients.
It was great to talk directly to this new generation of young creative, and I hope that they will go back in their agency and put it into practice.
And for all young creatives out there, who want to CREATE CHANGE INSTEAD OF ADs, join our More Than Advertising Facebook Group and continue to challenge the current status quo.
VIVA LA REVOLUTION
PS: @ Julia Stackmann and Norbert Herold, it was great to talk & work with you on this seminar.
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