Creative Strategy
Out of context: Reply #9
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- vaxorcist0
ok.... all this reminds me of the difference between the thinking at a design agency, vs an ad agency....
Design agencies and design schools use language like you used above...
Ad agencies use a different set of words, often related to:
The Central Insight into the customer's reptile-like mind's inner buying trigger...
for example, at a very smart ad agency, we were going over focus group footage of a bunch of young male car stereo buyers... one guy said something we could never put in a client proposal, but it was the central insight into that demographic...
...he said "A thumping bass is like tits in your face!"
So.... we learned that our ads had to indicate an outragousness and a sense of transcendent oh-my-god-holy-shit ness
not just a bunch of design buzzwords or ideas, but a visceral amazingness, done with some amount of good taste, of course...