奧美廣告-奧美春季訓(xùn)練教材

奧美廣告公司1989年春季訓(xùn)練教材BIGIDEA大創(chuàng)意Preparedby：RichardFowlerWorldwideCreativeDirector-UnileverOgilvy&Mather，LondonDate：April，1989

JustoveramonthagoIspentaweekinAustralia.DuringthatvisitIwasaskedtoconductathree-hourCreativeSeminarwiththeseniormanagersofallUnilevercompanies.KnowingthatIwasduetogiveaparticularquestioninmind.Thequestionwasthis:dotheseniormanagersofUnilevercompanies(andIincludetheiragenciesinthis)agreeonwhatabigideais?Andcanwearticulatethedifference-ifany-betweenanadvertisingpropertyandanadvertisingidea?幾個(gè)月以前我在澳洲停留了一個(gè)禮拜。在那個(gè)禮拜中，他們要求我為所有Unilever旗下公司的資深經(jīng)理人員舉行三個(gè)小時(shí)的創(chuàng)意講習(xí)會(huì)。因?yàn)槲以谝粋€(gè)月以前就知道要演講，因此我以自己心中一個(gè)特別的問題做為著廠講習(xí)會(huì)的架構(gòu)。這個(gè)問題是：Unilever旗下公司的資深經(jīng)理人員（也包括他們的廣告代理商）是否對(duì)什么是大創(chuàng)意有所共識(shí)？而我們是否能清楚分辨廣告資產(chǎn)及一個(gè)廣告創(chuàng)意之間的差異？——如果有差異的話。DuringthatseminarIshowed

manycampaignsoPersil（goingbackasfaras1963）,DoveSoapU.S.(goingbacktenyears),MarlboroTV(goingback18years),HamletcigarsU.K.(goingback20years),SurfU.S.(goingback5years),BrookeBondP.G.Tips“Chimps”(goingback30years),andanumberofothers.在那場(chǎng)講習(xí)中,我給他們看了許多系列廣告活動(dòng)：Persil（追溯到1963年），美國Dove香皂（追溯到10年前），萬寶路電視廣告（追溯到18年前），英國哈姆雷特雪茄（追溯到20年前），美國Surf洗衣粉（追溯到30年前），還有許多其他的系列廣告活動(dòng)。Eachtimeshowedacampaign，Iaskedthe

membersofthe

seminartowritedown-sothatwecoulddiscussitlater-whateachdefinedasthe“BigIdea”intheadvertising，andthe“advertisingproperty”。每次我給他們看過一個(gè)，為了方便稍后的討論，我要求在場(chǎng)的每一位人士寫下來—廣告中的“大創(chuàng)意”是什么，“廣告資產(chǎn)”是什么。Ihavetotellyou,therewasverylittleagreementaboutwhichwaswhichwhenwecametodiscussthecampaigns.Moreover,therewasconsiderabledisagreement,campaignbycampaign,aboutwhatthebigideawasineachcampaignandinmanycasesevenwhatthepropertywas.我必須告訴你們，當(dāng)我們?cè)谟懻撨@些campaigns時(shí)，對(duì)于究竟何為“大創(chuàng)意”，何為“廣告資產(chǎn)”這些問題很少達(dá)成協(xié)議，尤有甚者，關(guān)于每個(gè)campaign中其大創(chuàng)意為何--在許多個(gè)案中，甚至連其廣告資產(chǎn)為何--都有不少的歧見。Thepointoftellingyouthis—andconductingthatseminarthewayIdid—wasnotto“catchsomeoneout”,ustohelpyoudoheretoday.我之所以告訴大家這點(diǎn)，以及以這種方式來舉行講習(xí)會(huì)的原因，并不是為了要“逮住人們的錯(cuò)誤”，而是要突顯今天我們所要幫助各位了解的大創(chuàng)意其重要性。Thedeclaredaimofthisconferenceisstatedthus,Iparaphrase:我將那次會(huì)議的目的摘錄于下：“Withtheincreasedemphasisbeinggiventotheimportanceofcreatingandmaintaininglong-termbrandproperties,itisfeltrightto…(havethisconference)...formedaroundtheconceptof‘CreatingtheBigIdea,’thepurposebeingtodemonstratethatlong-livedpropertiesofthesortweareseekingusuallyhavewithinthem‘a(chǎn)bigidea’andthatUnileverneedsmore.”

“由于有愈來愈多的人強(qiáng)調(diào)創(chuàng)作并維持長期品牌資產(chǎn)的重要性，我們認(rèn)為應(yīng)當(dāng)...（舉行這項(xiàng)會(huì)議）...其主題環(huán)繞著‘創(chuàng)作大創(chuàng)意’的概念，其目的為示范我們所尋求的長期資產(chǎn)中所包含的‘大創(chuàng)意’以及示范出Unilever所更為需要的特質(zhì)”。Therequestyoumadtous-youragencies,andinthiscasespecificallytoOgilvy&Mather-was”...notonlytobringexamplesof‘bigideas’butalsotocoversuchareasashowtobriefagenciestocreatebigideas,howtorecognisethem,andhowtodevelopandsustainthembothinternationallyandovertime.”Unilever對(duì)我們的要求—包括其廣告代理商，在今天這種情形特別是對(duì)奧美—“不只是給大家看看‘大創(chuàng)意’的范例，并且還要涉及在國際性及長期性方面，如何向廣告代理商做簡(jiǎn)報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識(shí)大創(chuàng)意，以及如何發(fā)展并維持大創(chuàng)意等范圍?！盬ewill,overthenext60minutes,addressthissubjectfromapoint-of-viewthatwethinkisvirtuallyguaranteedtohelpUnilevercompaniesimprovetheirsuccessrateinobtaining“BigIdea”.在接下來的的60分鐘鐘內(nèi)，我們們要簡(jiǎn)述這這項(xiàng)主題——從我們認(rèn)認(rèn)為對(duì)Unilever公公司改善善其獲得““大創(chuàng)意””的成功率率有實(shí)際保保證的觀點(diǎn)來講。We’regoingtostartbyaskingyoutoexaminethetermsofyourrequest:“Howtobriefagenciestocreatebigideas,howtorecognisebigideas,etc.”我們要從檢檢視Unilever這項(xiàng)項(xiàng)要求中的的文字做開開始：“如何對(duì)廣廣告代理商商做簡(jiǎn)報(bào)以以便產(chǎn)生大大創(chuàng)意，如如何辨識(shí)大大創(chuàng)意...等等。””Inherentinthatistheassuptionthatbigideascomeintothisworldas“big”-andwesubmitthatthatisaverydangerousassumption.Wesubmitthat“BigIdeas””comeintothisworldmerelyasideas-withthepotentailtobebig.Someone-you，，youragency-thenhastoseethatitbecomesaBigIdea.在這項(xiàng)要求求中具有一一項(xiàng)假設(shè)——大創(chuàng)意在在產(chǎn)出時(shí)就就很“大””—我們必須提提出，這是是一項(xiàng)很危危險(xiǎn)的假設(shè)設(shè)。事實(shí)上上，“大創(chuàng)創(chuàng)意”在生出來的的時(shí)候都只只是“創(chuàng)意意”而已——然而卻具具有成為大大創(chuàng)意的潛力。然然后有一些些人—客戶戶，代理商商—必須在在旁小心看看護(hù)，使其長成一一個(gè)大創(chuàng)意意。Forthenextpartofthispresentation,wewillshowyouanumberofcampaigns-capaignsacknowledgedbyeveryoneasgreatcampaigns.Whatwewillillustratetoyouisnotthatthesecampaignsstartedoutthatway-ratherthattheywereallideasmadebigonlybythemannerinwhichtheyweredevelopd,executedandsustainedovertime.Foritisourcontentionthattherearenobigideasinitially-thereareonlyideas-madebigbystrong-minded,disciplinedandadventurousclientsworkingwithstrong-minded,disciplinedandhighlycreativepeople.這場(chǎng)演講接接下來的部部分，我們們要給大家看一些些campaigns--眾眾人公認(rèn)的的偉大campaigns。我我們要為大大家描述的并不是這這些campaigns的的著手方式式而是它們僅僅靠參與者者發(fā)展，執(zhí)執(zhí)行及長期持續(xù)的的態(tài)度而變變大。我們們主張沒有任何創(chuàng)創(chuàng)意一開始始就是大創(chuàng)創(chuàng)意—一開始都只只是創(chuàng)意而而已，經(jīng)由由具強(qiáng)烈心態(tài)，有有紀(jì)律，不不畏冒險(xiǎn)的的客戶以及具強(qiáng)烈烈心態(tài)，有有紀(jì)律，具具高度創(chuàng)意能力的的人加以哺哺育，才會(huì)會(huì)變大。Itisourcontentionthatwhatwemustlearntorecogniseisthecoreidea.Ifthiscoreideahasthepotentialtobeabigidea,itwillbecomesoonlyafteranumberofadvertisementshavebeendonethatbringthatcoreideatolife.我們認(rèn)為我我們必須學(xué)學(xué)習(xí)如何辨辨認(rèn)核心創(chuàng)創(chuàng)意。如果果核心創(chuàng)意意有潛力成為大創(chuàng)意意，只有在在做了許多多廣告賦予予核心創(chuàng)意意生命之后后，才會(huì)實(shí)現(xiàn)。Further,wehopetoshowyouthatanadvertisingpropertywhilsthighlydesirableandeagerlytobepursuedisnosubstituteonitsownforagreatcampaignconsistentlyandrelentlesslykeptrelevantandalive.更進(jìn)一步地地說，我我們希望讓讓大家知道道，一個(gè)人人人渴望并并且急切追追求的廣告資資產(chǎn)，并不不能取代持持續(xù)一貫，，毫不放松松地保持相相關(guān)性及活躍力的偉偉大campaign。Incidentally,everycampaignwewillshowyouistotallyconsistentwith,andcouldeasilyhavebeendevelopedwithin,theexcellentguidelinesoutlinedinthenewU.P.G.A.不過順帶一一提，我要要給大家看看的每個(gè)campaign都都完全符合合由Unilever偉偉大廣告計(jì)計(jì)劃（U.P.G.A.）所所勾勒出的的杰出指引引，同時(shí)如果根根據(jù)這些指指引作業(yè)，，都可以輕輕易地發(fā)展展出來。Iwillstartusoffwithacampaignthathasbeenrunningextraordinarilysuccessfullyfor20yearsinEngland.(SHOWONEHAMLET:COLUMBUS)我要以一個(gè)個(gè)在英國極極為成功地地進(jìn)行了20年的campaign做做為開始。。（哈姆雷特特雪茄：哥哥倫布篇））Whenthiscampaignwasfirstsold,thecentralideamusthavebeenthis:thatinthefaceoflife’’slittleupsanddowns,Hamletcigarshaveuniquerestorativeandrelaxingqualities.當(dāng)這個(gè)campaign最最初賣給客客戶的時(shí)候候，其中心心創(chuàng)意必定定是這樣：：面對(duì)生命中中的起伏，，哈姆雷特特雪茄具有有獨(dú)特的令令人恢復(fù)及及放松的特質(zhì)。ThepropertywillbeamusicalthereoccuringinthecommercialalwaysatthemomentwhenHamletcomestotherescue.其資產(chǎn)為在在廣告中總總是在哈姆姆雷特雪茄茄前來搭救救之時(shí)所出出現(xiàn)的主題音樂。Nowhadsomeonesaidthattoyou20yearsago-wouldyouhavesaid-““Eureka!Thebigidea”.Idoubtit.現(xiàn)在假設(shè)在在20年前前對(duì)你這樣樣建議，你你是否會(huì)說說：“我找找到了！這就是大創(chuàng)創(chuàng)意！”———我懷懷疑。But20yearslaater,afterthatlittleideahasbeennurtured,persistentlyandconstantlykeptfresh-it’sanotherstory.（SHOW:PHOTOBOOTH/INCONVENIENCE/TOUPEE)但在20年年后，當(dāng)當(dāng)年的那個(gè)個(gè)小創(chuàng)意經(jīng)經(jīng)過哺育，，持續(xù)一貫貫地保持新新鮮，已不可可同日而語語。（照相亭篇篇/不方便便篇/假發(fā)發(fā)篇）BeforeIshowyouthenextcampaign,letmetalkabout“our””(yoursandour)inabilitytoarticulateoridentifywhatwejointlymeanby““anidea”oran““advertisingproperty.”在給大家看看下一個(gè)campaign之之前，我要要談?wù)劇拔椅覀儭保ǎǜ魑患拔议T）所所缺乏的能能力—分分辨或確認(rèn)認(rèn)“創(chuàng)意””或是“廣廣告資產(chǎn)””的意義之能能力。IhavejustreturndefromSoutheastAasia.AmongotherthingsIranasessioninMalaysiawithUnileverBrandManagersandagencyalongthesamelinesaswedidinAustralia-withmuchthesameresuult-thesameproblemindistinguishingbetween“anidea”and““aproperty.””我剛剛從東東南亞回來來。除了其其他的公務(wù)務(wù)以外，我我在馬來西西亞為Unilever的的品牌經(jīng)理理以及代理理商舉行了了一個(gè)講習(xí)習(xí)會(huì)，其主主題跟我們?cè)诎闹拗匏v的一一樣，而結(jié)結(jié)果也幾乎乎一樣—同同樣有辨辨識(shí)“創(chuàng)意”及““資產(chǎn)”之之區(qū)別的問問題。Ialso,alongwithRonLatham,satonapanelataUnileverMarketingCoursewheretheparticipantspresentedexamplesof“good”and““bad”advertising.Asapartoftheirpresentation,theyweretoidentify“theidea.”Inmanycasestheysaidthe“idea””wastosellTVsetsorshampooorwhatever.我跟RonLatham一一起評(píng)審在在Unilever行銷課程程中，參加加人員所提的“好好”與“壞壞”廣告的的范例。在在他們的提提案中有一一部分是要確認(rèn)出出廣告中的的“創(chuàng)意””。在許多多個(gè)案中，，提案者認(rèn)認(rèn)為廣告的“創(chuàng)創(chuàng)意”是要要賣電視機(jī)機(jī)，洗發(fā)精精或什么的的。IntheMalaysiansessionittookagoodtenortwentyminutesofdiscussiontogettothecoreoftheTimoteicampaign.But,aswesaidearlier,theexerciseisnotorwasnotintendedtopointfingersorcatchanyoneout.在這場(chǎng)馬來來西亞的講講習(xí)會(huì)中，，我們花了了10-20分分鐘討論論，并且探討到蒂慕慕蝶camoaign的核心心。但是，，如同前面面所說，這這項(xiàng)練習(xí)并不是為為了要指責(zé)責(zé)或逮住某某人的錯(cuò)誤誤。ButIthinkthereareimportantimplications:但我認(rèn)為其其中有幾項(xiàng)項(xiàng)重要的意意義：1.Iftheunderlyingnatureoftheideaisnotunderstood,thenitiseasyforcountriesinwhichyouorwewishtousethecampaignintodismissitasinappropriate.Or,tomisinterprettheideaandhaveitfail.如果創(chuàng)意的的基本性質(zhì)質(zhì)不被了解解，那么各各位或我們們?cè)鞠胍谀承﹪也刹捎玫腸ampaign，就就會(huì)被以以不合適為為理由而放放棄?；蛘呤钦`解解創(chuàng)意的本本質(zhì)而導(dǎo)致致失敗。2.Iftheagencyandtheclientdonotunderstandoragreeonwhatthefundamentalideais,thentheabilitytorefreshthecampaignmaybediminishedandleadtodisagreement.如果代理商商及客戶對(duì)對(duì)何為基本本創(chuàng)意并不不了解或是是不能達(dá)成成共識(shí)，那么講講campaign保持持新鮮的能能力可能就就會(huì)遭到貶貶抑，并導(dǎo)致歧見見。3.Someguidelinesaretoomuchexecutionbased,anddonotgodeeplyenoughintowhy,I.E.,thecoreidea.某些指導(dǎo)原原則太過于于以執(zhí)行為為主，對(duì)于于理由何在在—亦即核核心創(chuàng)意——并不夠夠深入。4.Amoregeneralpoint:asthereappearstobeafairamountofconfusionaboutthedifferencebetweenideasandproperties,perhapsmoreformalUnileveradvertisingcoursesshouldhavepracticalsessionswherethosedifferences(ideasandproperties)areexaminedindetail.總括來講：：由于大家家對(duì)創(chuàng)意及及資產(chǎn)之間間的差異似似乎有很大大的困惑，也許許在Unilever較較正式的廣廣告課程中中應(yīng)該包含含實(shí)務(wù)方面的講習(xí)會(huì)會(huì)，詳細(xì)地地檢視那些些差異（創(chuàng)創(chuàng)意及資產(chǎn)產(chǎn)）。ButIdigress.但我離題了了。ThecampaignI’mgoingtoshowyouisalsofromtheU.K.,butitisaverynewone.Soyoudecide.Hadyoubeenapproachedbyyouragencyandtoldthefollowing-wouldyouhavescreamed“Eureka-abigidea!”我要給大家家看的這個(gè)個(gè)campaign也是是英國的，，但卻是很很新的campaign。。所以你要要下判斷。。如果你的的代理商以以這種方式式表達(dá)并告訴訴你下列的的創(chuàng)意想法法—你會(huì)會(huì)不會(huì)大叫叫：“我找找到了！這是一一個(gè)大創(chuàng)意意！”Theproductisacoffeecalled“RedMountain.”這個(gè)產(chǎn)品是是一種叫““紅山”的的咖啡。Theagencysaidsomethinglikethis:Theideais,thatbyparodyingtheaudiolanguageofrealaudiolanguageofrealcoffeemakinginatongue-in-cheekway,thebrandismovedclosertotheultimatecoffeetaste.代理商是這這么說的：：其創(chuàng)意為為—以一一種不當(dāng)真真的方式模模仿真正煮咖啡的聲聲音，籍此此讓人們覺覺得此一品品牌擁有接接近純正的的咖啡口味。Thepropertyisthewayinwhichthesoundsofcoffee-makingisproduced.其資產(chǎn)為制制造煮咖啡啡聲音的方方法。BigIdea?Let’ssee.(SHOW3REDMOUNTAINSPOTS)大創(chuàng)意？讓讓我們看看看。（三支““紅山”廣廣告片）Timewilltellwhetherthisisatrulybigidea.Butitlookstousasifithasalltheingredientsofbeinganideathat,givenpropertydevelopmentcreatively,couldbebuiltintoabigone.時(shí)間將會(huì)證證實(shí)這是否否為一個(gè)真真正的大創(chuàng)創(chuàng)意。但是是它看起來來似乎具有創(chuàng)意的所所有組成因因素—如果果能將此資資產(chǎn)繼續(xù)別別具創(chuàng)意地地發(fā)展—它極有可能能成為一個(gè)個(gè)大創(chuàng)意。。Eachcommercialis,initsownright,interesting-notjustacookie-cutterofthelast.上述每支支廣告片片都有其其獨(dú)特的的趣味——并非非如出一一轍。Letmeshowyoutwocampaigns.Twocampaignsthathavebuilttwomassivebrands.（SHOW3PERSIL：MOTORBIKE/BEDTIMESTORY/FAVOURITESHIRT）我現(xiàn)在要要給大家家看兩個(gè)個(gè)campaigns.這兩個(gè)個(gè)campaign建立立了兩個(gè)重大品品牌。（三支Persilo廣廣告片：：摩托車車篇/上床床時(shí)間故故事篇/最最喜愛的的襯衫篇））NowpleaseshowOxo.（SHOW3NEWOXOKATIES）現(xiàn)在看看看Oxo。（三支新新的Oxo凱凱蒂主婦婦廣告片片）Thosetwocampaignsare,Ibelieve,greatcampaignsthatcanonlybedescribedasBigIdeas.我相信那那個(gè)campaigns是是偉大大的campaigns，，只能能用大創(chuàng)創(chuàng)意來形容。Butwhatarethey?但它們究究竟是什什么？InshorthandtheaPersilideais:thatuseofPersil-withitssuperiorwhitening-isevidenceofamorecaringMum(Mother).Theproperties:ason,amum,andwhiteness.簡(jiǎn)單地說說，Persil的的創(chuàng)意是是：使使用Persil，其其優(yōu)越越的潔白白效果，，可以證明明媽媽有有更多的的關(guān)懷，，其資產(chǎn)產(chǎn)為：兒兒子，，媽媽以以及潔白白效果。Wouldyouhaveboughtthatasabigidea?你是否會(huì)會(huì)覺得這這是一個(gè)個(gè)大創(chuàng)意意而把它它買下來來？AndtheOXOcampaign?Oxo的的campaign呢呢？ItisaboutthefundamentalstrengthandrelevanceofthefamilyembodiedinamothercalledKatie.Theproperty:Katie,unwrappingthecube,thefamilyandthetoneofvoice.它是以一一個(gè)叫凱凱蒂的家家庭主婦婦具體表表現(xiàn)出家家庭的基基本力量量及相關(guān)關(guān)性.其其資產(chǎn)為為：凱蒂蒂，打開開產(chǎn)品包包裝的動(dòng)動(dòng)作，家家庭以及及語調(diào)。。Whenfirstpresentedwasthatabigidea?當(dāng)這個(gè)創(chuàng)創(chuàng)意在最最初提出出的時(shí)候候，是否否就是一一個(gè)大創(chuàng)創(chuàng)意呢？？IfevertherewasproofthatallBigIdeasstartoutassimplyideasandbecomeBigbecauseofthewaytheyarenurturedandkeptcontemporaryandrelevant(commercialbycommercial)-thesecampaignsproveit.如果有證證據(jù)可以以證明大大創(chuàng)意在在出生的的時(shí)候都都僅僅是是創(chuàng)意而而已，由由于哺育的的方式以以及保持持現(xiàn)代感感跟相關(guān)關(guān)性（（一支廣廣告片接接著一支支廣告片持續(xù)續(xù)下去））才會(huì)變變大—那那么這些些campaigns就就是最佳佳證明。。LetmeshowyouoneofthecampaignsthatcausedconsiderableconfusioninMalaysia.(SHOWIHEINEKEN:POLICEMEN’’SFEET)我要給大大家看看看在馬來來西亞引引起極大大困惑的的一個(gè)campaign。。（海尼根根：警警察的的腳））Thatwasthefirstcommercialtoruninthishighlysuccessfulcampaign.Iwouldhypothesizethathavingdecideduponrefreshmentasthebasicstrategy,theagencywasfacedwitha““me-toproblem””thatwasacategorynorm.那是在一一個(gè)極為為成功的的campaign中第第一支上上檔的廣廣告片，，我猜由于代理理商決定定要以清清涼作為為基本策策略，因因此他們們面臨了了一個(gè)“雷同問問題”——而那是是存在于于該產(chǎn)品品類別之之中的問問題。Thecoreidea:BytheuseofvisualhyperboleandsardonichumorassertthatHeinekencanrevivepartsofthebody(andanythingelse)becauseofitsamazingrefreshingproperties.核心創(chuàng)意意為：運(yùn)運(yùn)用視覺覺夸張法法以及諷諷刺性的的幽默來來說明，，由于其其驚人的清清涼資產(chǎn)產(chǎn)，因此此海尼根根能使身身體的各各部位復(fù)復(fù)蘇。Let’’sseetwomore:(SHOWHEINEKEN:SLAVESHIP/SITTINGDUCKS)讓我們?cè)僭倏磧芍еВ海êＤ岣号`船篇篇/鴨鴨子篇篇）Iwillshowonemoreandthenwewillsummariseanddrawconclusions.我要再給給大家看看一個(gè)campaign，，然然后我會(huì)會(huì)做個(gè)總總結(jié)。ThenextfourcommercialsareforDuracell.Maybe15yearsagoDuracelladvertisedtheirbatterylikethis:(SHOWONE:PINKRABBIT)接下來是是四支金金鼎電池池的廣告告片?？煽赡苁窃谠?5年年前，金金鼎是以以這種方式式為其電電池產(chǎn)品品作廣告告：（粉紅兔兔篇）Theidea:UsebatteryoperatedtoystovisuallydemonstratethelongerlifepropertiseofDuracellbatterisecomparedtocompetition.創(chuàng)意：運(yùn)運(yùn)用電電池使玩玩具運(yùn)轉(zhuǎn)轉(zhuǎn)，以便便在電視視上示范范金鼎電電池比競(jìng)競(jìng)爭(zhēng)對(duì)手有壽壽命較長長的資產(chǎn)產(chǎn)。Theproperty:the““slam”deviceattheend.資產(chǎn)：片片尾砰砰然合起起的電池池。BigIdea?Maybe.Butitwasdroppedinfavourof4or6or8othercampaignsthatthenran.Salesdeclined.大創(chuàng)意？？也許許是。但但這個(gè)創(chuàng)創(chuàng)意在后后來進(jìn)行行的其他他4-8個(gè)campaigns之之中就就被舍棄棄了。因因此銷售售量銳減減。WhenOgilvyinNewYorkwereappointed,wewentbacktothatideaandhavestayedwithiteversince.(SHOW3:AIRPLANES/CHARIOTS/BIRDS[KODAK])當(dāng)紐約奧奧美接到到這個(gè)客客戶時(shí)，，我們回回溯到原原來的創(chuàng)創(chuàng)意，并并持續(xù)其其做法。（飛機(jī)篇篇/馬車車篇/鳥鳥篇[柯達(dá)]）DuracellisagainNo.1.Thiscampaignisonitswaytobecomingsomethingyoucoulddescribeashaving-orbeing-aBigIdea.金鼎電池池再度坐坐上第一一名的寶寶座。這這個(gè)campaign正正逐漸發(fā)發(fā)展成為我們所謂謂的大創(chuàng)意意。BeforeIsummarisewethoughtitmightbeusefultoofferyouafewpracticalsuggestionsthatmayhelp“generate,developandnurturebigideas.”在我做總結(jié)結(jié)之前，我我們認(rèn)為提提供各位一一些有助于于“發(fā)想，，發(fā)展，養(yǎng)育大創(chuàng)意意”的實(shí)際際建議可能能非常有用用。AgencyBriefings代理商簡(jiǎn)報(bào)報(bào)Wethinkthattheagencybriefingformatsyouusearegenerallyverygood.TheUPGAsectiononbriefingisextremelyclear.BUT...我們認(rèn)為各各位所用的的代理商簡(jiǎn)簡(jiǎn)報(bào)格式大大致上而言言非常好。。UPGA中說明簡(jiǎn)報(bào)的的部分也極極為清楚。。但是是...Thefactisthattheseformatsareseldomused.ParticularlyoutsidetheU.K.事實(shí)上各位位很少使用用這些表格格。特別是是在英國以以外的地區(qū)區(qū)。Anythingyouandyourcolleaguescandotoenforceyourownrulescouldmakeasignificantdifferencetothestandardofbriefingandthusthefinaladvertising.各位為了實(shí)實(shí)行規(guī)則所所做的努力力都能使簡(jiǎn)簡(jiǎn)報(bào)的水準(zhǔn)準(zhǔn)和最終的的廣告產(chǎn)生生很大的不不同。Onthesamesubject:briefing,webelievethereisastrongcaseforanadditiontothedocumentrelatingtobrandpersonality.關(guān)于簡(jiǎn)報(bào)，，我們認(rèn)為為有關(guān)品牌牌個(gè)性的資資料中非常常需要加入入另一項(xiàng)重點(diǎn)。。Inthecurrentbriefingoutlinealotofattentionispaidtopositioningandproductperformancebutverylittletowhothebrandis.在現(xiàn)有的簡(jiǎn)簡(jiǎn)報(bào)綱要中中，大部分分的注意力力都放在定定位及產(chǎn)品品功能方面面，卻很少少注意到產(chǎn)產(chǎn)品是誰。。Mostofthe““bigideas”wealladmireimbuethebrandwithanindeliblecharacter.Ifweareunabletodefinewhatthatis,itprobablypointsupadeficiencyinthebrand’sadvertising.大部分我們們所贊賞的的“大創(chuàng)意意”都是以以不可磨滅滅的鮮明個(gè)個(gè)性影響品品牌。如果果我們無法法界定出其其個(gè)性，可可能就會(huì)使使品牌廣告告殘缺不全全。Ifwestartwritingbrandpersonalitiesasanobligatoryaddendumtothesedocuments,wewouldbemorelikelytomaintainandbuildabrand’spersonality,andverypossiblywemightbreathemorelifeintothecreativeworkitself.如果我們開開始撰寫品品牌個(gè)性，，將其視為為簡(jiǎn)報(bào)資料料中必須包包含的項(xiàng)目，那么我我們就比較較能夠建立立并維持一一項(xiàng)品牌個(gè)個(gè)性，而且且很可能可以為創(chuàng)意意作品本身身注入更多多的生命力力。Afinalwordonbriefing.Thebrandbenefitinmoststrategiesisusuallywritteninextraordinarilybanaltermsandisfirthemostparttotallyproductperformancecentred.Wewouldsuggestthatwhereanemotionalbenefitisrelevantthatmoreattentionshouldbepaidtowritingthisintothebrandbenefitstatement.(VeryoftenUnileverManagerssummarisetheirstrategiesbysimplyusingthebrandbenefitstatement.Ifanemotionalcontentisnotwrittenintobeconsideredpartofthestrategy.關(guān)于簡(jiǎn)報(bào)的的最后一項(xiàng)項(xiàng)要點(diǎn)：在在大部分策策略中的品品牌利益都都是以極為為平凡的文字所寫寫成，而且且絕大部分分都是以產(chǎn)產(chǎn)品功能為為中心。我我門建議，，如果品牌利益點(diǎn)點(diǎn)與情感利利益有關(guān)，，就要更加加注意，把把這點(diǎn)列在在品牌利益益點(diǎn)陳述中。（（Unilever的經(jīng)理人人員經(jīng)常都都只是用品品牌利益點(diǎn)點(diǎn)陳述作為為策略的概述，如果果在品牌利利益點(diǎn)陳述述中沒有包包含情感利利益的內(nèi)容容，那么情情感就絕對(duì)不會(huì)被被視為策略略的一部分分。）On-goingCampaigns持續(xù)的campaignsAlltoooftenworkingonthenextexecutionofacampaignisseenascreatinga““newcommercial”thatisvirtuallyidenticaltotheoldoneitissupposedtoreplace.（Unileverbrandmanagersveryoftenaskforanewcommercialandthensetdownguidelinesbasedonthepreviouscommercialwhichmakeitvirtuallyimpossibletodoanythingnew.人們通常認(rèn)認(rèn)為一個(gè)campaign中中繼續(xù)執(zhí)行行活動(dòng)的發(fā)發(fā)展，就是是創(chuàng)作出一一個(gè)“新的的廣告片””，而這只只新片要與與其所要取取代的舊片片完全一致致。（Uniliver的的品牌經(jīng)理理經(jīng)常要求求代理商發(fā)發(fā)展新片，，然后根據(jù)據(jù)前一只片片子來設(shè)定定工作指引引，結(jié)果到到最后根本本沒有辦法法有任何創(chuàng)創(chuàng)新。Ontheotherhand,weknowthatthewritersandartdirectorsatcdpfighttoworkontheHamletcommercial.Why?Becauseeachexecutionhasanideainitsownrightwhichdevelopsandkeepsfreshtheoriginal““coreidea.”在另一方面面，我們知知道CDP廣告公公司的撰文文人員和藝藝術(shù)指導(dǎo)都都爭(zhēng)先恐后地地想要為哈哈姆雷特雪雪茄發(fā)展新新的廣告片片。為什么么？因?yàn)槊宽?xiàng)執(zhí)行本本身都有一一個(gè)創(chuàng)意，，以便發(fā)展展并使原有有的“核心心創(chuàng)意”保持新鮮感感。Suggestion:wheneverabriefingisdoneforanotherexecutionwithinacampaign,itshouldstartwithadescriptionoftheoriginal““coreidea.”O(jiān)ncethisisagreed,itshouldserveasthebasisofallfuturecampaigndevelopment.建議：不論論何時(shí)要為為campaign中的的后續(xù)執(zhí)行行做簡(jiǎn)報(bào)，，在一開始始都要描述一一下原有的的“核心創(chuàng)創(chuàng)意”。一一旦這個(gè)核核心創(chuàng)意經(jīng)經(jīng)過同意，，它就應(yīng)該被被視為所有有未來campaign發(fā)發(fā)展方向向的基礎(chǔ)。。Thecreativeworkdevelopedwouldthenbejudgedonthebasisofhowitcontributesandfreshens,ratherthanconformstothepreviouscommercial.Itshouldbemadecleartotheagencythatthisiswhatyouexpect,notjustanothercarboncopy.要評(píng)斷新發(fā)發(fā)展的廣告告執(zhí)行，應(yīng)應(yīng)根據(jù)此作作品如何對(duì)對(duì)核心創(chuàng)意意有所貢獻(xiàn)獻(xiàn)并保持新鮮鮮感來決定定，而非依依據(jù)它是否否與先前的的執(zhí)行有一一致性來判判斷。應(yīng)該清清楚地告訴訴你的代理理商這才是是你所期待待的，你要要的不是另另一個(gè)復(fù)制品品。Thisisalsovitalwhenextendingacampaignintoanothermedium.Let’slookatanexample.HerearetwocommercialsforSurfdetergent,theyarefromacampaigncalled““Homemovies.””（SHOW：SURF-STOLZANDSULLIVANS）這點(diǎn)在利用用其他媒體體來延伸廣廣告活動(dòng)時(shí)時(shí)也非常重重要。讓我我們看個(gè)例子。這里里有兩支Surf洗衣粉粉的廣告片片，是從一一個(gè)叫“家家庭電影””的campaign中選選出來的。。（Surf：史脫漬漬與蘇利文文）Supposethetaskwerethentodoacomplementaryprintcampaign.ThemostobviousthingtodowouldbetouseastillfromtheTV.Butisthatunderstandingthetrueidea,orisitmerelyrepeatinganexecutionaldevice?假設(shè)接下來來要發(fā)展輔輔助性的平平面campaign。。最明顯的的工作就是是運(yùn)用電視視廣告片中中的一個(gè)靜靜止畫面，，但是這么么做是因?yàn)闉榇_實(shí)了解解真正的創(chuàng)創(chuàng)意，抑或或只是在重重復(fù)一項(xiàng)執(zhí)執(zhí)行想法？？Iftheideaisreallyaboutrealfamiliesgivingatestimonialintheirownwordsandimages,then“Homemovies”becomesoneofthewaysinwhichtheycanexpresstheirfeelings.如果創(chuàng)意本本身的確是是讓真實(shí)的的家庭以其其自己的文文字與形象象做證言式式廣告，那那么“家庭庭電影”就就成了能讓讓他們表達(dá)達(dá)感覺的一一種方式。。SothenyoucanarriveataprintcampaignthatextendstheTVinawaythatismoreappropriateforthemediumitself.(SHOW:SLIDESOFSURFU.S.PRINT)所以接著你你就可以發(fā)發(fā)展出一套套平面campaign，，以更適適合平面媒媒體的方式式來延續(xù)電電視廣告。。（美國Surf平平面稿的的幻燈片））Understandingandarticulatingtheideaisnotmeattobeaone-sidedexercise.Anumberofthesuggestionswe’vemade-likewritingdownthe“coreidea”-shouldbedonejointly.了解與闡明明創(chuàng)意并不不意謂著這這是單方面面的動(dòng)作而而已。我們們所做的許多建議——例如像寫寫下“核心心創(chuàng)意”——都是客客戶應(yīng)該跟跟代理商共共同完成的。。Thereare,ofcourse,somethingsthatweshoulddo:當(dāng)然，有些些事則是我我們應(yīng)該做做的：ResponsetotheBriefing對(duì)簡(jiǎn)報(bào)的反反應(yīng)Weknowthatitisalltooeasytoacceptabriefingfromaclienteventhoughtweknowinourheartofheartsitisunlikelytostimulateeithergreatcreativethinkingorgreatadvertising.我們都知道道要接受客客戶給的簡(jiǎn)簡(jiǎn)報(bào)實(shí)在是是太容易了了，即使我我們?cè)趦?nèi)心深處非常常明白這份份簡(jiǎn)報(bào)并不不太可能激激發(fā)偉大的的創(chuàng)意想法法或是偉大的廣告。。Itis,ofcourse,extremelydifficulttogobacktoaclientwithobjectionandsuggestionsontheirbriefing.However,weshouldbemorepreparedtodothis,and,indeed,youshouldexpectitofus.(Itwouldbeeasiertodothisifyoudidexpectitofus!)當(dāng)然，回頭頭向客戶說說我們對(duì)簡(jiǎn)簡(jiǎn)報(bào)的異議議及建議的的確極為困困難。然而而，我們應(yīng)應(yīng)該準(zhǔn)備多多做這類的的事，而且且，的確，，客戶也應(yīng)應(yīng)期待我們們這么做。。（如如果客戶期期待我們這這么做，事事情就會(huì)變變得容易些些。）PresentationofWork創(chuàng)意作品提提案Toooftenincreativepresentationwegostraightfromsettingthescenewiththestrategytopresentingscriptandstoryboard.Wethinkitshouldbestandardpracticetopresentthecommercialsinthecontextofthecoreideaandalsotheideainthecommercialthatisgoingtodevelopthatcoreidea.Weexpectthatifthisweredone,clientresponseandjudgementwouldbemadeeasier.And,ofcourse,itwouldmeanthattheagencywouldbelessabletodisgui8setheabsenceofanideawithinanexecution.在創(chuàng)意提案案中，我們們通常先描描述策略景景象，然后后就直接提提稿子和腳腳本，我們們認(rèn)為以下下才是標(biāo)準(zhǔn)準(zhǔn)的實(shí)務(wù)動(dòng)動(dòng)作：應(yīng)先先提出廣告告中核心創(chuàng)創(chuàng)意的前后后內(nèi)容，以以及如何發(fā)發(fā)展核心創(chuàng)創(chuàng)意的廣告告片構(gòu)想。。我們希望望如果能夠夠做到這點(diǎn)點(diǎn)，客戶就就比較容易易有所反應(yīng)應(yīng)并下判斷斷。當(dāng)然，，如果執(zhí)行行中缺乏創(chuàng)創(chuàng)意，代理理商也就比比較無法掩掩飾。Unileverrecogniseintoday’senvironmenttheurgentimportanceofcreatingandmaintaininglong-termproperties.Unilever已已察覺到到在今日的的環(huán)境中，，創(chuàng)造并維維持長期資資產(chǎn)的急切切重要性。。Unileverbelievesthatlong-termpropertiesusuallyhavewiththemabigidea-andUnileverneedsmoreofthem.Unilever也也相信，，長期資產(chǎn)產(chǎn)中通常包包含了一個(gè)個(gè)大創(chuàng)意——而Unilever需需要有更多多這樣的大大創(chuàng)意。We,Ogilvy&Mather,agreewholeheartedlywiththisobjectiveandbelievethewaytoachievethisendistostartbydefiningwhatismeantbyanIdea.奧美全心全全意贊同此此一目標(biāo)，，并且相信信達(dá)到此一一目標(biāo)的方方法就是從從界定創(chuàng)意意構(gòu)想的意意義開始著著手。First,wedonotbelievethatanadvertisingpropertyisnecessarilyanidea.Infact,webelievethatitisveryrareindeedforanideaandapropertytobeoneandthesamething.Thereareexamplesofthisoccurring,butitusuallyonlyoccursafteryearsandyearsofconsistentuse.首先，我們們并不認(rèn)為為廣告資產(chǎn)產(chǎn)就必定等等于創(chuàng)意。。事實(shí)上，，我們認(rèn)為為創(chuàng)意跟資產(chǎn)產(chǎn)合而為一一的情形的的確非常少少有。當(dāng)然然也有這樣樣的例子發(fā)發(fā)生，但是這這種情形通通常只發(fā)生生在持續(xù)運(yùn)運(yùn)用多年之之后。Marlboroisanexample,SnuggleBearmaywellbecomeone.Buttheyarerare.萬寶路是一一個(gè)例子，，熊寶寶衣衣物柔軟精精可能也會(huì)會(huì)成為一個(gè)個(gè)例子。但但是這樣的的情形太稀稀有了。Therefore,wesuggestverystronglythatyoushouldnotconcludethatbecauseyouhaveapropertythatyou-necessarily-haveanideaoralong-termcampaign.因此，我們們大聲呼吁吁各位不應(yīng)應(yīng)如此推論論—以以為只要擁擁有資產(chǎn)就就必定擁有有創(chuàng)意或是是長期campaign。。Second,whilerecognisingthis,webelieveweshouldalwaysstrivetodevelopanadvertisingproperty.Andindoingthis,youshouldbeguidedbythenewUPGAprinciples.Forthedefinitionofwhatapropertymaybeisfarmorewidelyinterpretedinthisdecumentthaneverbefore.(Weagreewitheverywordofit.)其次，雖然然有這樣的的體認(rèn)，我我們?nèi)韵嘈判艖?yīng)該要一一直努力不不懈地發(fā)展展廣告資產(chǎn)產(chǎn)。而在發(fā)發(fā)展的過程程中，各位位應(yīng)該以UPGA原則為為導(dǎo)引。在在這份資料料當(dāng)中，對(duì)對(duì)何為資產(chǎn)產(chǎn)的定義，，較以前任任何資料解解析得更為為精辟深入入。（我我們逐字逐逐句皆同意意。）Third,andvitallyimportant,webelieveitisnecessarytoensurethateveryoneinvolvedinadvertisingdevelopmentineveryUnilevercompanyrecognisesthatBigIdeasarenotborn,theyaregrown.Littlebylittle,commercialbycommercial,yearin-yearout.第三，極為為重要的一一點(diǎn)，我們們認(rèn)為必須須確定在每每一家Unilever公公司中參