“Be helpful, be memorable, be entertaining or be relevant. Just care enough to create something that adds value for your intended audience. It takes the same amount of energy to justify mediocrity as it does to try and create or approve something wonderful,” he recommended, while considering just how the formula might be applied today.
Yasu Sasaki, global chief creative officer for Dentsu, is a computer science graduate who also feels that human intelligence must remain the most important element of any creative formula.
“David brilliantly lands the message that there is, of course, no mathematical formula to judging creative work. Thank goodness. As he indicates, there are some green flags—a unique opinion, simplicity and impact, to name a few. This has not changed decades later. The key to judging is to go into the jury room with an open mind, and the integrity of the outcome is rooted in the varied experiences, insights and perspectives of the jurors,” explained Sasaki.
Also responding to the video while applying a modern context, former Grey London president and CCO Laura Jordan Bambach appreciated fellow Australian Droga’s humorous take while making a serious point even before the advent of digital advertising.
“As the industrialization of creative excellence continues at speed and the current climate means clients are stuck in the Groundhog Day of safe marketing, more pressure than ever is being put on a formula for great ideas. The film makes a clear point—that award-winning and effective client work is not a commodity,” said Bambach.
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