What value should we place on our ideas?
Here’s a video DDB Group Asia Pacific has created as a tribute to the most valuable currency in advertising – one that’s often given away too easily.
DDB’s rationale is Creativity should be an ongoing passion for both client and agency. It’s all about knowing how to get the best thinking first before any work is done; about allowing enough time for the thinking to be strong; and, then valuing the entire creative process to get to the most effective work. It’s about respecting the client, respecting the agency and most of all respecting the work.
The ad industry faces many challenges with one of the biggest threats being the commoditization of creativity yet – for some clients – creativity may be one of the few real assets that can drive growth and corporate competitive advantage for a brand.
‘The Idea Catchers’ was produced by DDB for clients, and is dedicated to the best ideas of the communications industry, honouring more than 30 advertisements from some of the world’s most impressive advertising agencies.
The video was created by DDB Regional Creative Director: Andy Fackrell, DDB Group Asia Pacific; Chief Communications Officer: Karen See, DDB Group Asia Pacific; Head of Onscreen Production: Brenden Johnson, DDB Sydney; and Editor/Motion Designer: Tamara Haentjes, DDB Sydney. It featurse the work of 180 Amsterdam, Abbot Mead Vickers London, adam&eve DDB London, BBH London, BETC Paris, Chase Communciation Agency London, Clemenger BBDO Wellington, Crispin Porter + Boguski Miami, DDB Chicago, DDB New York, DDB Stockholm, Droga5 New York, Fallon London, Forsman & Bodenfors Gothenburg, Havas Milano, Ogilvy Sao Paulo, TBWA/London, TBWA Chiat/Day LA, TBWA/Chiat Day/New York, WCRS London, Wieden+Kennedy London and Wieden+Kennedy Portland.