What value should we place on our ideas?

Recognising the changing climate of the communications industry and the role of creativity, DDB Group Asia Pacific has released a video dedicated to the best ideas as the lifeblood of the advertising and marketing communications industry.

Entitled ‘The Idea Catchers’, the video honours the people behind the work who constantly observe, think and meticulously deliver thought-provoking ideas, which have had an impact on popular culture.

Created and written by Andy Fackrell, Regional Creative Director, DDB Group Asia Pacific, the video features more than 30 advertisements from some of the world’s most impressive advertising agencies. ‘The Idea Catchers’ is about the entire industry, not just DDB.

“The project initially came about because we wanted to address the real issue of how much it costs to create great work. And it wasn’t until I started writing the script, that I realized this wasn’t about dollars and cents, it’s about the value we should be putting on our ideas, that ideas take time and that we give them away too easily. If the development of ideas is threatened, the industry’s ability to sell products is also in jeopardy. Marketers need to give their agencies the space to let good ideas thrive in order to create iconic brands.” said Fackrell.

John Zeigler, Chairman and CEO of DDB Group Asia Pacific. India & Japan, added, “Our industry faces many challenges. But one of the most threatening is the commoditization of creativity. Some clients believe they can buy creative ideas as they would stationery – the ‘Idea Catchers’ sets out to change this thinking.”

“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.”

Our 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 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 Idea Catchers

What value should we put on our ideas?

Ideas that entertain, that convince, that last.

And those who think of them?

How do we value those people? Who think best in the shower? Who can recount a movie they watched when they were seven, or read comics at 34.

Who will study people as they wait to board their plane, and scour every page of the inflight magazine.

Who endlessly daydream. Living on alien planets, in other people’s shoes.

The Idea Catchers.

Those that bring their life and dreams into their work.

Taking experiences they had as a child, or as a parent, or haven’t yet had.

Sharing slices of life with that blank piece of paper that stares up at them every day.

The timesheet its partner in crime.

A great idea can do the job of ten, or twelve.

It could be one insight, one piece of wisdom spoken by an Indian wood carver, when asked, “How do you make the elephant so lifelike?”

“I just cut away the bit that doesn’t look like an elephant.”

It’s that. Insights. Experiences. And that comes at a price we shouldn’t give away.

Creativity takes time. The best solution is never the first one, the obvious one. But the beautiful ones, they just look that way in hindsight.

We are not machines that churn out five-minute headlines on top of Getty stock. It’s about life experiences resulting in an idea you’d never have thought of, yet totally wished they had.

Creativity is the most powerful force in business. Bill Bernbach.

 

CREDITS

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
Editor/Motion Designer: Tamara Haentjes, DDB Sydney

With thanks to 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, Weiden+Kennedy Portland.

Share the ideas. #TheIdeaCatchers

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