communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
Olimpiadele comunicarii 3
On Tuesday I will be in the jury assessing the advertising projects presented publicly for OC 2008. I was in the pre-jury sessions also and had loads of fun but also lots of down moments reviewing presentations and listening to the candidates.
I have been asked by the organizers to say a couple of things I thought were essential for the presenting teams on Tuesday so a put together a short list.
1. Remember it's just advertising - I know this sounds counter productive but it helps when you feel your stomach is clenching up and you cannot speak and you feel you must have done something really stupid that will embarrass everyone. Even if you get it wrong, you always get a second chance with advertising and this is important but not life and death so relax, take it easy and try to have some fun. If you don't the jury will not and then it will be a lose-lose situation.
2. Know yourself - think of what you do best (try to separate that from what you think or hope you do best and think objectively of what you do best, what do people constantly tell you you excel in) and try to do that. Are you funny, are you silly, are you serious, are you hypnotic. Don't try to be what you think we expect you to be. Because you don't know what we expect.
3. Know your audience - we are all marketing people, we have written, prepared, delivered thousands of presentations like yours. We are bored of presentations and expect you to do something that will inspire us to regain the enthusiasm we once had. Show us why you love advertising so that we can remember why we do.
4. Be professional - notwithstanding all of the above you need to do a good job. Don't be sloppy, don't improvise unless you have no choice or you decided you would. Don't include things because they are cool but because they are necessary.
I look fwd to all the presentations and to speaking to you after the event.