I am not a fan of reality shows, in general I find their
premise ridiculous. They want you to believe that people are in mortal danger, making
important life decisions or having spontaneous heartfelt discussions (or
meltdowns) all while under the watchful eye of production and camera crews...
what nonsense. I have however made some room in my skepticism for a couple of
shows – Shark Tank, which I mentioned previously (on 3-19-12), and our fairly
recent discovery: The Pitch. We devoured the eight episodes of season 1 and are
looking forward to season two. Each show closely follows two ad agencies as
they compete and create their pitch to win the business from a national client.
The show is, among many other things, an exceptional
demonstration of the art of creative brainstorming, of what happens when
creative minds mash up against deadlines and competition. This is how the pros
do it, in something they call tissue sessions - the good, the bad and the ugly. (Ronnie
long ago worked in the ad dept of Dayton-Hudson, Target’s parent company, and
they always referred to the agency people as the “screamers and hair
pullers”…you can see why). I always end
up with a pad of paper in my hand when we watch the show…
“We’re in the business of selling ideas”
“We spend our time listening to the brand because it has
to be about them, not us.”
“You need new clients coming in the front door faster
than old ones are going out the back door.”
“All customer briefs (the project requests) are
inherently different even though they may appear to be the same.”
“Anyone can come up with a great idea at any time –
what’s hard is giving them ideas that are realistic and producible enough that
they can actually be launched.”
These are some quotes that I have written down during different episodes. Compared to what we do in art licensing this is presentation
on steroids, but the principles are the same. Listening to your customer and
delivering fresh, workable ideas developed with a client focus – this is the
difference between winning and losing. Sometimes you can just see them going
wrong. Clarity is the name of the game – a single well developed and clear
message generally wins out over a complex multi-faceted one.
I have saved one of the best quotes for last:
“So often Creative (dept) has an idea that is really
cool, but that’s all it is – unfortunately beyond cool you need to have content
and a strategy to make it work”
Ain't it the truth...let's watch and learn.
Ain't it the truth...let's watch and learn.
so true! I love the Pitch and can't wait for season 2.
ReplyDeletelove that show!!
ReplyDeleteWhile I really like Shark Tank, I can't watch The Pitch ~ reminds me WAY too much of my former life in advertising. Yup, I worked in the art department for a large ad agency and lived that for many, many years. I'd rather watch Project Runway, LOL
ReplyDelete