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4HIS LITTLE BOOK WAS WRITTEN FOR ALL THE PEOPLE WHO DECIDED TO JOIN OUR AGENCY AS A CLIENT OR
7 i Ê- iL `ÞÊ/ ÃÊ9 Õ½ÀiÊ7 `iÀvÕ 7 `ÃÊ> `Ê Õ ®
7 i Êà iL `ÞÊÌ ÃÊÞ Õ½ÀiÊÜ `iÀvÕ 7 >ÌÊ>Ê` vviÀi ViÊ ÊÞ ÕÀÊ`>Þ
AS AN ADVERTISING PROFESSIONAL
-ii ÃÊ>ÃÊÌ Õ} ÊÞ ÕÀÊÌÀ ÕL iÃÊ` Ã>««i>À
7E DON T WANT YOU TO READ IT
iÊ>Êvi>Ì iÀÊ ÊÞ ÕÀÊÜ>Þ
AS A BOOK OF RULES NOR AS A SET OF GUIDELINES ON HOW TO MAKE GREAT ADS 7E WANT YOU TO KEEP IT AS A REMINDER OF OUR BASIC PRINCIPLES 7E NEVER WANTED
7 i Êà iL `ÞÊÌ ÃÊÞ Õ½ÀiÊÜ `iÀvÕ /i ÃÊÞ ÕÊÜ Ì Ê>Êà iÊà ÊÃÜiiÌ 7 >ÌÊ>ÀiÊ ÌÌ iÊÃÌ iÃÊÞ ÕÊÃÌi«ÊÕ«
TO BE ANOTHER AGENCY DRIVEN BY
ÕÃÌÊ>Ê i>` Üʼ i>Ì ÊÞ ÕÀÊviiÌ
PROCEDURES AND SYSTEMS TRYING
`Ê ÜÊÞ ÕÊ iiÌÊÌ iÊ À }
TO MOULD YOUR MIND INTO A COR PORATE AGENDA "UT WE DO HAVE PRINCIPLES 4HOUGHTS FROM OUR BEGINNING THAT WE STILL WANT TO SHARE WITH
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YOU !ND LEAVE YOU FREE TO DO
7 i Êà iL `ÞÊÌ ÃÊÞ Õ½ÀiÊÜ `iÀvÕ
WITH THEM WHATEVER YOU WILL
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7HEN !NDRÏ $UVAL AND 'UILLAUME 6AN DER 3TIGHELEN FIRST TALKED
&OR THOSE INTERNATIONAL ADVERTISERS WHOSE BUSINESSES NEEDED
ABOUT SETTING UP AN AGENCY IN 3EPTEMBER IT WAS CLEAR TO ANY
IDEAS RATHER THAN STRUCTURE AND ORGANISATION AND LONG EXHAUSTING
OBSERVER THAT THE IDEA WOULDN T WORK
MEETINGS WITH LOTS OF PEOPLE AROUND THE TABLE "UT ALTHOUGH THEY SHARED THIS VISION ABOUT THE BUSINESS WHEN
"OTH !NDRÏ AND 'UILLAUME HAD BEEN RUNNING AFFILIATES OF INTERNA
IT CAME TO THE @HOW THEIR VIEWS WERE DIAMETRICALLY OPPOSED
TIONAL ADVERTISING CORPORATIONS UNTIL !NDRÏ AS A #%/ SUPER
"ASICALLY !NDRÏ S KEY TO SUCCESS WAS HARD WORK 7HILE IN
VISING THE COUNTRIES OF .ORTHERN %UROPE 'UILLAUME AS #HAIRMAN
'UILLAUME S OPINION WORKING HARD IS WHAT PEOPLE HAVE TO DO WHEN
AND CREATIVE DIRECTOR WITH A LEADING ROLE FOR THE DEVELOPMENT OF
THEY HAVE NO IDEAS
%UROPEAN CREATIVE WORK ON MULTINATIONAL BRANDS
3O THEY DID A SMART THING 4HEY STARTED TALKING TO EACH OTHER !ND WHEN THAT DIDN T WORK THEY TRIED OUT A TOTALLY NEW CONCEPT THEY
/NE DAY THEY FOUND THAT THEY WERE BUSIER RUNNING THE PROCESS
STARTED LISTENING TO EACH OTHER
THAN ACTUALLY CREATING CAMPAIGNS 4HEY DECIDED IT WAS DUE TO THE NATURE OF THE CORPORATIONS THEY WERE WORKING FOR SO THEY CREATED
4HE AGENCY OPENED SIX MONTHS LATER ON &EBRUARY TH
A NEW AGENCY
/N THE "OULEVARD DE 3OUVERAIN IN 7OLUWE "RUSSELS
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3/-%"/$9 4().+3 4WO HEADS ARE STILL BETTER THAN ONE 7E MUST OVERCOME OUR NA
UCT MANAGERS BRAND MANAGERS RESEARCHERS MARKETING DIREC
TURAL TENDENCY TO DEFEND OUR DEEPEST THOUGHTS AGAINST OTHER
TORS #%/S !NYONE WHO LL HAVE THE RIGHT TO EXPRESS AN OPINION
PEOPLE S DEEPEST THOUGHTS )T S FUN TO ENTER SOMEONE ELSE S MIND
ABOUT THE ADVERTISING )T S A WAR TEAM US AGAINST THE REST OF THE
AND ALLOW OTHERS TO ENTER OUR OWN !FTER ALL THAT S WHAT MAKES US
WORLD 4HE KEY ELEMENT IN OUR THINKING IS THE CONCEPT WE CALL @4HE
HUMANS THE ABILITY TO SHARE EACH OTHER S THOUGHTS
+NOW 7HY
!ND EVERYBODY HAS THEIR OWN THOUGHTS !T $UVAL 'UILLAUME WE
-OST COMPANIES HAVE HIGHLY DEVELOPED KNOW HOW BUT IF YOU
BELIEVE THAT INTELLIGENCE IS THE ABILITY TO BUILD ON THOUGHTS THAT AREN T
WANT THIS KNOW HOW TO MAKE SENSE TO PEOPLE YOU NEED THE
YOURS AND THE OPENNESS TO LET OTHER PEOPLE BUILD ON YOURS
+NOW 7HY 9OU LEARN TO DEFINE YOUR BRAND IN TERMS OF SOCIAL REL
3INCE THE ADVERTISING PROFESSION NATURALLY ATTRACTS OVERSIZED EGOS
EVANCE CONSUMER RELEVANCE AND MESSAGE RELEVANCE 4HE +NOW
WE HAVE INCORPORATED A FEW DISCIPLINES INTO OUR THINKING PROCESS
7HY SESSIONS YOU HAVE WITH $UVAL 'UILLAUME ARE A GREAT WAY TO
"ECAUSE VERY FEW PEOPLE HAVE LEARNED TO THINK TOGETHER
REPLACE THE PRE WRITTEN CORPORATE MISSION VISION LITERATURE THAT IS
!S A TEAM )T DEMANDS SOCIAL SKILLS )T REQUIRES A SPECIAL EFFORT
OFTEN EMPTY GENERIC AND EASILY REPLACEABLE !T $UVAL 'UILLAUME WE WANT TO BE FLEXIBLE ABOUT THE THINKING PRO
4HE "RAND 4EAM
CESS 7E HAVE TO BE 7E MUST ADAPT EASILY TO THE CLIENT S THINKING
7E DON T BELIEVE IN AGENCIES WITH A CREATIVE DEPARTMENT THAT PRES
PROCESS 7HAT WE REALLY CARE ABOUT THOUGH WHAT WE RE REALLY
ENTS TO AN ADVERTISER S MARKETING DEPARTMENT WHILE THE ACCOUNT
FANATICAL ABOUT IS THAT WE THINK TOGETHER
HANDLERS ACT AS MATCHMAKERS
!S A TEAM 7ITH A COMMON GOAL PRODUCING BETTER ADS
4HEREFORE WE HAVE ONLY ONE DEPARTMENT AND THAT S THE "RAND 4EAM )T S THE TEAM THAT INCLUDES EVERYONE INVOLVED IN THE PROCESS AT ONE TIME OR ANOTHER #REATIVES ACCOUNT HANDLERS PLANNERS MEDIA PRODUCTION PROD
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7E RE WORKING VERY HARD ON THE "RAND S SELF CONFIDENCE !NNOYING ADVERTISING USUALLY COMES FROM ADVERTISERS AND AGEN CIES WHO LACK SELF CONFIDENCE *UST LIKE INSECURE PEOPLE INSECURE BRANDS THINK THEY HAVE TO BECOME SOMETHING THEY AREN T 4HEY SPEAK TOO LOUDLY OR TOO QUIETLY 4HEY CHANGE IDENTITY EVERY FIVE MINUTES 4HEY IMITATE THEIR STARS 4HEY RE ANYTHING BUT THEMSELVES 4HEY ALSO SPEND A LOT OF MONEY ON CONSULTANCY !T $UVAL 'UILLAUME WE HAVE THE TOOLS TO HELP YOU FIND THE COURAGE TO BE THE TRUE LOVEABLE YOU 7HETHER YOU RE AN ADVERTISER OR AN ADVERTISING PROFESSIONAL 7E WANT EVERYBODY TO FEEL GOOD ABOUT THEMSELVES 4O BE AS THEY TRULY ARE 7E DON T WANT ALL OUR CLIENT S ADS TO LOOK LIKE $UVAL 'UILLAUME ADS 7E WANT THEM TO LOOK ORIGINAL TRULY THEIRS ,INKING THE SOUL OF THE BRAND TO THE SOUL OF ITS CUSTOMERS 7E DO NOT WANT OUR OWN PEOPLE TO BECOME LITTLE CLONES OF !NDRÏ OR 'UILLAUME WHAT A SCARY THOUGHT 7E RE INTERESTED IN PEOPLE S DIFFERENCES RATHER THAN THEIR SIMILARITIES
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0EOPLE OPEN THEIR WALLETS WHEN IT MAKES A DIFFERENCE h) LL FEEL DIF FERENT AFTER THIS DRINK v h4HIS CAR WILL MAKE A DIFFERENCE v h4HIS SHAMPOO S GOING TO MAKE A BIG DIFFERENCE v 9ET WHEN YOU LOOK AT ADVERTISING IT S AMAZING HOW MUCH EFFORT BRANDS MAKE TO LOOK ALIKE AND FEEL THE SAME )NSECURE BRANDS HAVE A NEED TO FEEL LOOK AND BEHAVE hLIKE THE CATEGORYv "RANDS THAT ARE CONFIDENT HAVE MUCH MORE FREEDOM IN THE WAY THEY EXPRESS THEMSELVES 4HE CONTENT AND STYLE OF THEIR COMMU NICATIONS AREN T DICTATED BY THE RULES OF THE MARKET 4HEY RE DICTATED BY THE DESIRE TO INCREASE THE GAP BETWEEN THEM SELVES AND THE COMPETITION !S A "RAND 4EAM WE LL DO ANYTHING TO INSTIL THE CONFIDENCE NECES SARY TO DISTINGUISH THE BRAND 3O THAT PEOPLE BUY THE BRAND !ND PAY THE DIFFERENCE
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).
.)
). COMES ALL THE INFORMATION THAT IS NECESSARY TO MAKE A GREAT AND
)NSPIRING
EFFECTIVE CAMPAIGN
3EE TO IT THAT THE MESSAGE IS NEW 4HAT IT INSPIRES PEOPLE TO SPREAD THAT MESSAGE .OBODY WANTS TO BE THE SECOND MESSENGER CAR
0EOPLE ALWAYS ARGUE ABOUT WHAT A GOOD CREATIVE BRIEF IS
RYING THE SAME NEWS 4HINK OF SOMETHING NEW TO SAY ABOUT YOUR
&IRSTLY A GOOD BRIEF IS A BRIEF THAT THE CREATIVE PEOPLE FIND @INSPIRING
BRAND 3OMETHING WORTH TELLING YOUR FRIENDS
CHALLENGING AND MOTIVATING .O MATTER HOW YOU PRESENT IT 7RITE IT SING IT DANCE IT OR PAINT IT !S LONG AS IT IS ALL THREE OF THESE THINGS
#HALLENGING
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!IM HIGH 3HOW SUPERB ADVERTISING YOU WANT THEM TO MATCH 3HOW GREAT WORK FROM PEOPLE WHO VE ACHIEVED WHAT YOU WANT THEM TO ACHIEVE $ON T MAKE THE ASSIGNMENT LOOK TOO EASY -AKE IT LOOK LIKE SOMETHING THAT TAKES ENORMOUS TALENT )F THE CREATIVES ARE ANY GOOD THEY LL LOVE IT )F THEY RE BAD THEY LL WALK AWAY FROM IT
/ iÊ* «iÊ` ` ½ÌÊÃ>ÞÊÌ ÊÊ V i > }i ]ʺ/ iÊVi }Ê vÊ ÞÊV >«i ½ÃÊVÀ>V i`]Ê ÌÊ ii`ÃÊ>Ê«> ÌÊ L°»Ê iÊ >à i`]ʺ* i>ÃiÊVÀi>ÌiÊ>Ê >ÃÌiÀ« iViÊÌ ÊÌ iÊ} ÀÞÊ vÊ `Ê> `Ê ÃÊVÀi>Ì °»
-OTIVATING
!S WE VE SAID BEFORE CREATIVE PEOPLE HAVE EGOS $ON T SAY @YOU RE THE ONLY ONES WHO 7!.4 TO DO THIS 3AY @YOU RE THE ONLY ONES WHO #!. DO THIS 4ELL THEM YOU NEED THEM 4ELL THEM THEY RE THE BEST -AKE THEM FEEL BIG "OOST THEIR EGOS ,IE ONLY IN A WAY THEY RE WILLING TO BELIEVE
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&OR AN ADVERTISING AGENCY NO MATTER HOW MUCH WE TRY TO DENY THIS THE "IG $AY IS WHEN WE STAND ON THAT STAGE IN THE &RENCH 2IVIERA APPLAUDED BY THE WORLD S CRÒME DE LA CRÒME OF ADVERTIS ING &OR MANY ADVERTISERS IT IS TOO ALTHOUGH IT S EVEN HARDER FOR THEM TO ADMIT IT
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