奧美廣告奧美春季訓(xùn)練教材

1、奧美廣告公司1989年春季訓(xùn)練教材BIG IDEA大創(chuàng)意Prepared by： Richard Fowler Worldwide Creative Director- Unilever Ogilvy &Mather， LondonDate ： April， 1989 第一頁，共九十六頁。Just over a month ago I spent a week in Australia.During that visit Iwas asked to conduct a three-hourCreative Seminar with the senior managers of all Unil

2、evercompanies. Knowing that I was due to give a particularquestion in mind . The question was this: do the seniormanagers of Unilever companies (and I include theiragencies in this ) agree on what a big idea is? And can we articulate the difference -if any - between anadvertising property and an adv

3、ertising idea?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。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）是否對什么是大創(chuàng)意有所共識？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。第二頁，共九十六頁。During that seminar I showed many campaignso Persil（going back as far as 1963）,Dov

4、e Soap U.S. (going backten years),Marlboro TV (going back 18 years), Hamletcigars U.K. (going back 20 years),Surf U.S.(going back 5 years), Brooke Bond P.G. Tips “Chimps” (going back 30years), and a number of others.在那場講習(xí)中,我給他們看了許多系列廣告活動：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

5、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。第三頁，共九十六頁。Each time showed a campaign， I asked the members of the seminar to write down - so that we could discuss it later- what each defined as the “Big Idea” in the advertising，and the “advertising property”。每次我給他們看過一個(gè)，為了方便稍后的討論，我要求在場的每一位人士寫下來廣告中的“大創(chuàng)意”是什么，

6、“廣告資產(chǎn)”是什么。第四頁，共九十六頁。I have to tell you, there was very little agreement about which was which when we came to discuss the campaigns.Moreover, there was considerable disagreement, campaignby campaign, about what the big idea was in each campaignand in many cases even what the property was.我必須告訴你們，當(dāng)我們

7、在討論這些campaigns時(shí)，對于究竟何為“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。第五頁，共九十六頁。The point of telling you this and conducting thatseminar the way I did was not to “catch someone out”,us to help you do here today.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

8、的大創(chuàng)意其重要性。第六頁，共九十六頁。The declared aim of this conference is stated thus, Iparaphrase:我將那次會議的目的摘錄于下：第七頁，共九十六頁?！癢ith the increased emphasis being given to the importance of creating and maintaining long -termbrand properties, it is felt right to ( have thisconference).formed around the concept of Creati

9、ngthe Big Idea , the purpose being to demonstrate that long-lived properties of the sort we are seekingusually have within them a big idea and thatUnilever needs more.” “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)”。第八頁，共九十六頁。The req

10、uest you mad to us - your agencies , and in thiscase specifically to Ogilvy & Mather - was”. . .not onlyto bring examples of big ideas but also to cover suchareas as how to brief agencies to create big ideas, howto recognise them, and how to develop and sustain themboth internationally and over time

11、.”Unilever 對我們的要求包括其廣告代理商，在今天 這種情形特別是對奧美“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報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識大創(chuàng)意，以及如何發(fā)展并維持大創(chuàng)意等范圍?！钡诰彭?，共九十六頁。We will, over the next 60 minutes, address this subjectfrom a point-of-view that we think is virtuallyguaranteed to help Unilever companies improve their success rate in obt

12、aining “Big Idea”.在接下來的60分鐘內(nèi)，我們要簡述這項(xiàng)主題從我們認(rèn)為對Unilever 公司改善其獲得“大創(chuàng)意”的成功率有實(shí)際保證的觀點(diǎn)來講。第十頁，共九十六頁。Were going to start by asking you to examine the termsof your request: “How to brief agencies to create big ideas, how to recognise big ideas, etc.”我們要從檢視Unilever 這項(xiàng)要求中的文字做開始： “如何對廣告代理商做簡報(bào)以便產(chǎn)生大創(chuàng)意，如何辨識大創(chuàng)意. . .等等

13、?！钡谑豁?，共九十六頁。Inherent in that is the assuption that big ideas comeinto this world as “big”-and we submit that that is avery dangerous assumption. We submit that “Big Ideas”come into this world merely as ideas - with the potentailto be big. Someone - you， your agency - then has to seethat it becomes

14、a Big Idea.在這項(xiàng)要求中具有一項(xiàng)假設(shè)大創(chuàng)意在產(chǎn)出時(shí)就很“大”我們必須提出，這是一項(xiàng)很危險(xiǎn)的假設(shè)。事實(shí)上，“大創(chuàng)意”在生出來的時(shí)候都只是“創(chuàng)意”而已然而卻具有成為大創(chuàng)意的潛力。然后有一些人客戶，代理商必須在旁小心看護(hù)，使其長成一個(gè)大創(chuàng)意。第十二頁，共九十六頁。For the next part of this presentation, we will show youa number of campaigns - capaigns acknowledged byeveryone as great campaigns. What we will illustrate toyou is

15、not that these campaigns started out that way -rather that they were all ideas made big only by the manner in which they were developd, executed andsustained over time. For it is our contention that thereare no big ideas initially - there are only ideas - madebig by strong-minded, disciplined and ad

16、venturous clientsworking with strong-minded, disciplined and highlycreative people.這場演講接下來的部分，我們要給大家看一些campaigns-眾人公認(rèn)的偉大campaigns。我們要為大家描述的并不是這些campaigns 的著手方式而是它們僅靠參與者發(fā)展，執(zhí)行及長期持續(xù)的態(tài)度而變大。我們主張沒有任何創(chuàng)意一開始就是大創(chuàng)意一開始都只是創(chuàng)意而已，經(jīng)由具強(qiáng)烈心態(tài)，有紀(jì)律，不畏冒險(xiǎn)的客戶以及具強(qiáng)烈心態(tài)，有紀(jì)律，具高度創(chuàng)意能力的人加以哺育，才會變大。第十三頁，共九十六頁。It is our contention that

17、 what we must learn to recogniseis the core idea. If this core idea has the potential to bea big idea, it will become so only after a number of advertisements have been done that bring that core ideato life.我們認(rèn)為我們必須學(xué)習(xí)如何辨認(rèn)核心創(chuàng)意。如果核心創(chuàng)意有潛力成為大創(chuàng)意，只有在做了許多廣告賦予核心創(chuàng)意生命之后，才會實(shí)現(xiàn)。第十四頁，共九十六頁。Further, we hope to sho

18、w you that an advertising propertywhilst highly desirable and eagerly to be pursued is nosubstitute on its own for a great campaign consistentlyand relentlessly kept relevant and alive.更進(jìn)一步地說， 我們希望讓大家知道，一個(gè)人人渴望并且急切追求的廣告資產(chǎn)，并不能取代持續(xù)一貫，毫不放松地保持相關(guān)性及活躍力的偉大campaign。第十五頁，共九十六頁。Incidentally, every campaign we

19、will show you is totallyconsistent with, and could easily have been developedwithin, the excellent guidelines outlined in the newU . P . G . A.不過順帶一提，我要給大家看的每個(gè)campaign都完全符合由Unilever偉大廣告計(jì)劃（U . P . G . A . ）所勾勒出的杰出指引，同時(shí)如果根據(jù)這些指引作業(yè)，都可以輕易地發(fā)展出來。第十六頁，共九十六頁。I will start us off with a campaign that has been

20、running extraordinarily successfully for 20 years in England. (SHOW ONE HAMLET: COLUMBUS)我要以一個(gè)在英國極為成功地進(jìn)行了20年的campaign做為開始。（哈姆雷特雪茄：哥倫布篇）第十七頁，共九十六頁。When this campaign was first sold, the central idea musthave been this: that in the face of lifes little ups anddowns ,Hamlet cigars have unique restorati

21、ve and relaxingqualities.當(dāng)這個(gè)campaign 最初賣給客戶的時(shí)候，其中心創(chuàng)意必定是這樣：面對生命中的起伏，哈姆雷特雪茄具有獨(dú)特的令人恢復(fù)及放松的特質(zhì)。第十八頁，共九十六頁。The property will be a musical there occuring in the commercial always at the moment when Hamlet comes to the rescue.其資產(chǎn)為在廣告中總是在哈姆雷特雪茄前來搭救之時(shí)所出現(xiàn)的主題音樂。第十九頁，共九十六頁。Now had someone said that to you 20 year

22、s ago - would you have said - “Eureka! The big idea”. I doubt it.現(xiàn)在假設(shè)在20年前對你這樣建議，你是否會說：“我找到了！這就是大創(chuàng)意！” 我懷疑。第二十頁，共九十六頁。But 20 years laater, after that little idea has beennurtured, persistently and constantly kept fresh - itsanother story.（SHOW: PHOTOBOOTH / INCONVENIENCE / TOUPEE)但在20 年后，當(dāng)年的那個(gè)小創(chuàng)意經(jīng)過哺育

23、，持續(xù)一貫地保持新鮮，已不可同日而語。（照相亭篇/不方便篇/假發(fā)篇）第二十一頁，共九十六頁。Before I show you the next campaign, let me talk about“our” (yours and our) inability to articulate or identifywhat we jointly mean by “an idea” or an “advertisingproperty.”在給大家看下一個(gè)campaign之前，我要談?wù)劇拔覀儭?（各位及我門） 所缺乏的能力 分辨或確認(rèn)“創(chuàng)意”或是“廣告資產(chǎn)”的意義之能力。第二十二頁，共九十六頁。I

24、have just returnde from Southeast Aasia. Among otherthings I ran a session in Malaysia with Unilever BrandManagers and agency along the same lines as we did in Australia - with much the same resuult - the same problemin distinguishing between “an idea” and “a property.”我剛剛從東南亞回來。除了其他的公務(wù)以外，我在馬來西亞為Uni

25、lever的品牌經(jīng)理以及代理商舉行了一個(gè)講習(xí)會，其主題跟我們在澳洲所講的一樣，而結(jié)果也幾乎一樣 同樣有辨識“創(chuàng)意” 及“資產(chǎn)”之區(qū)別的問題。第二十三頁，共九十六頁。I also, along with Ron Latham, sat on a panel at a Unilever Marketing Course where the participantspresented examples of “good” and “bad” advertising.As a part of their presentation, they were to identify “theidea.” In

26、 many cases they said the “idea” was to sell TVsets or shampoo or whatever.我跟Ron Latham一起評審在Unilever行銷課程中，參加人員所提的“好”與“壞”廣告的范例。在他們的提案中有一部分是要確認(rèn)出廣告中的“創(chuàng)意”。在許多個(gè)案中，提案者認(rèn)為廣告的“創(chuàng)意”是要賣電視機(jī)，洗發(fā)精或什么的。第二十四頁，共九十六頁。In the Malaysian session it took a good ten or twentyminutes of discussion to get to the core of the Ti

27、moteicampaign. But, as we said earlier, the exercise is notor was not intended to point fingers or catch anyone out.在這場馬來西亞的講習(xí)會中，我們花了10 - 20 分鐘討論，并且探討到蒂慕蝶camoaign的核心。但是，如同前面所說，這項(xiàng)練習(xí)并不是為了要指責(zé)或逮住某人的錯(cuò)誤。第二十五頁，共九十六頁。But I think there are important implications:但我認(rèn)為其中有幾項(xiàng)重要的意義：第二十六頁，共九十六頁。1. If the underlyin

28、g nature of the idea is not understood, then it is easy for countries in which you or we wish to use the campaign in to dismiss it as inappropriate. Or, to misinterpret the idea and have it fail. 如果創(chuàng)意的基本性質(zhì)不被了解，那么各位或我們原本想要在某些國家采用的campaign， 就會被以不合適為理由而放棄?；蛘呤钦`解創(chuàng)意的本質(zhì)而導(dǎo)致失敗。第二十七頁，共九十六頁。2. If the agency an

29、d the client do not understand or agree on what the fundamental idea is, then the ability to refresh the campaign may be diminished and lead to disagreement.如果代理商及客戶對何為基本創(chuàng)意并不了解或是不能達(dá)成共識，那么講 campaign 保持新鮮的能力可能就會遭到貶抑，并導(dǎo)致歧見。第二十八頁，共九十六頁。3. Some guidelines are too much execution based, and do not go deepl

30、y enough into why, I . E. , the core idea.某些指導(dǎo)原則太過于以執(zhí)行為主，對于理由何在亦即核心創(chuàng)意 并不夠深入。第二十九頁，共九十六頁。4. A more general point: as there appears to be a fair amount of confusion about the difference between ideas and properties, perhaps more formal Unilever advertising courses should have practical sessions where

31、those differences (ideas and properties) are examined in detail.總括來講：由于大家對創(chuàng)意及資產(chǎn)之間的差異似乎有很大的困惑，也許在 Unilever 較正式的廣告課程中應(yīng)該包含實(shí)務(wù)方面的講習(xí)會，詳細(xì)地檢視那些差異（創(chuàng)意及資產(chǎn)）。第三十頁，共九十六頁。But I digress.但我離題了。第三十一頁，共九十六頁。The campaign Im going to show you is also from the U . K . ,but it is a very new one. So you decide. Had you bee

32、n approached by your agency and told the following - wouldyou have screamed “Eureka - a big idea!”我要給大家看的這個(gè) campaign 也是英國的，但卻是很新的campaign。所以你要下判斷。如果你的代理商以這種方式表達(dá)并告訴你下列的創(chuàng)意想法 你會不會大叫：“我找到了！這是一個(gè)大創(chuàng)意！”第三十二頁，共九十六頁。The product is a coffee called “Red Mountain.”這個(gè)產(chǎn)品是一種叫“紅山”的咖啡。第三十三頁，共九十六頁。The agency said some

33、thing like this: The idea is, thatby parodying the audio language of real audio language of real coffee making in a tongue - in - cheek way, the brand is moved closer to the ultimate coffee taste.代理商是這么說的：其創(chuàng)意為 以一種不當(dāng)真的方式模仿真正煮咖啡的聲音，籍此讓人們覺得此一品牌擁有接近純正的咖啡口味。第三十四頁，共九十六頁。The property is the way in which th

34、e sounds of coffee-making is produced.其資產(chǎn)為制造煮咖啡聲音的方法。第三十五頁，共九十六頁。Big Idea ? Lets see.(SHOW 3 RED MOUNTAIN SPOTS)大創(chuàng)意？ 讓我們看看。（三支 “紅山”廣告片）第三十六頁，共九十六頁。Time will tell whether this is a truly big idea. But it looks to us as if it has all the ingredients of being anidea that, given property development cre

35、atively, couldbe built into a big one.時(shí)間將會證實(shí)這是否為一個(gè)真正的大創(chuàng)意。但是它看起來似乎具有創(chuàng)意的所有組成因素如果能將此資產(chǎn)繼續(xù)別具創(chuàng)意地發(fā)展它極有可能成為一個(gè)大創(chuàng)意。第三十七頁，共九十六頁。Each commercial is, in its own right, interesting - notjust a cookie-cutter of the last.上述每支廣告片都有其獨(dú)特的趣味 并非如出一轍。第三十八頁，共九十六頁。Let me show you two campaigns. Two campaigns that havebuilt

36、two massive brands.（SHOW 3 PERSIL： MOTOR BIKE / BEDTIME STORY/FAVOURITE SHIRT）我現(xiàn)在要給大家看兩個(gè) campaigns .這兩個(gè) campaign 建立了兩個(gè)重大品牌。（三支 Persilo 廣告片：摩托車篇 / 上床時(shí)間故事篇 / 最喜愛的 襯衫篇）第三十九頁，共九十六頁。Now please show Oxo.（SHOW 3 NEW OXO KATIES）現(xiàn)在看看 Oxo。（三支新的Oxo 凱蒂主婦廣告片）第四十頁，共九十六頁。Those two campaigns are, Ibelieve, great ca

37、mpaigns thatcan only be described as Big Ideas.我相信那個(gè) campaigns 是偉大的 campaigns ，只能用大創(chuàng)意來形容。第四十一頁，共九十六頁。But what are they ?但它們究竟是什么？第四十二頁，共九十六頁。In shorthand the aPersil idea is : that use of Persil -with its superior whitening - is evidence of a morecaring Mum (Mother). The properties: a son, a mum, an

38、d whiteness.簡單地說，Persil 的創(chuàng)意是： 使用Persil， 其優(yōu)越的潔白效果，可以證明媽媽有更多的關(guān)懷，其資產(chǎn)為： 兒子，媽媽以及潔白效果。第四十三頁，共九十六頁。Would you have bought that as a big idea?你是否會覺得這是一個(gè)大創(chuàng)意而把它買下來？第四十四頁，共九十六頁。And the OXO campaign?Oxo 的 campaign 呢？第四十五頁，共九十六頁。It is about the fundamental strength and relevance of the family embodied in a mother

39、 called Katie. The property:Katie,unwrapping the cube, the family and the tone of voice.它是以一個(gè)叫凱蒂的家庭主婦具體表現(xiàn)出家庭的基本力量及相關(guān)性.其資產(chǎn)為：凱蒂，打開產(chǎn)品包裝的動作，家庭以及語調(diào)。第四十六頁，共九十六頁。When first presented was that a big idea ?當(dāng)這個(gè)創(chuàng)意在最初提出的時(shí)候，是否就是一個(gè)大創(chuàng)意呢？第四十七頁，共九十六頁。If ever there was proof that all Big Ideas start out assimply idea

40、s and become Big because of the way they are nurtured and kept contemporary and relevant (commercial by commercial) - these campaigns prove it.如果有證據(jù)可以證明大創(chuàng)意在出生的時(shí)候都僅僅是創(chuàng)意而已，由于哺育的方式以及保持現(xiàn)代感跟相關(guān)性 （一支廣告片接著一支廣告片持續(xù)下去）才會變大那么這些 campaigns 就是最佳證明。第四十八頁，共九十六頁。Let me show you one of the campaigns that causedconside

41、rable confusion in Malaysia.(SHOW I HEINEKEN: POLICEMENS FEET)我要給大家看看在馬來西亞引起極大困惑的一個(gè) campaign 。（海尼根 ： 警察的腳 ）第四十九頁，共九十六頁。That was the first commercial to run in this highlysuccessful campaign. I would hypothesize that havingdecided upon refreshment as the basic strategy, the agency was faced with a “m

42、e-to problem” that was acategory norm .那是在一個(gè)極為成功的 campaign 中第一支上檔的廣告片，我猜由于代理商決定要以清涼作為基本策略，因此他們面臨了一個(gè)“雷同問題”而那是存在于該產(chǎn)品類別之中的問題。第五十頁，共九十六頁。The core idea: By the use of visual hyperbole andsardonic humor assert that Heineken can revive parts ofthe body (and anything else ) because of its amazingrefreshing

43、properties.核心創(chuàng)意為：運(yùn)用視覺夸張法以及諷刺性的幽默來說明，由于其驚人的清涼資產(chǎn)，因此海尼根能使身體的各部位復(fù)蘇。第五十一頁，共九十六頁。Lets see two more :(SHOW HEINEKEN: SLAVE SHIP / SITTING DUCKS)讓我們再看兩支：（海尼根： 奴隸船篇 / 鴨子篇）第五十二頁，共九十六頁。I will show one more and then we will summarise and drawconclusions.我要再給大家看一個(gè) campaign ， 然后我會做個(gè)總結(jié)。第五十三頁，共九十六頁。The next four co

44、mmercials are for Duracell. Maybe 15years ago Duracell advertised their battery like this:(SHOW ONE : PINK RABBIT)接下來是四支金鼎電池的廣告片。可能是在15年前，金鼎是以這種方式為其電池產(chǎn)品作廣告：（粉紅兔篇）第五十四頁，共九十六頁。The idea: Use battery operated toys to visually demonstrate the longer life propertise of Duracell batterise compared to compe

45、tition .創(chuàng)意： 運(yùn)用電池使玩具運(yùn)轉(zhuǎn)，以便在電視上示范金鼎電池比競爭 對手有壽命較長的資產(chǎn)。第五十五頁，共九十六頁。The property: the “slam” device at the end .資產(chǎn)： 片尾砰然合起的電池。第五十六頁，共九十六頁。Big Idea? Maybe . But it was dropped in favour of 4 or 6or 8 other campaigns that then ran. Sales declined .大創(chuàng)意？ 也許是。但這個(gè)創(chuàng)意在后來進(jìn)行的其他4 -8個(gè)campaigns 之中就被舍棄了。因此銷售量銳減。第五十七頁，共九

46、十六頁。When Ogilvy in New York were appointed, we went back tothat idea and have stayed with it ever since .(SHOW 3: AIRPLANES / CHARIOTS / BIRDS KODAK)當(dāng)紐約奧美接到這個(gè)客戶時(shí)，我們回溯到原來的創(chuàng)意，并持續(xù)其做法。（飛機(jī)篇/馬車篇/鳥篇 柯達(dá)）第五十八頁，共九十六頁。Duracell is again No. 1. This campaign is on its way to becoming something you could describe

47、 as having - orbeing - a Big Idea .金鼎電池再度坐上第一名的寶座。這個(gè) campaign 正逐漸發(fā)展成為我們所謂的大創(chuàng)意。第五十九頁，共九十六頁。Before I summarise we thought it might be useful to offeryou a few practical suggestions that may help “generate,develop and nurture big ideas.”在我做總結(jié)之前，我們認(rèn)為提供各位一些有助于“發(fā)想，發(fā)展，養(yǎng)育大創(chuàng)意”的實(shí)際建議可能非常有用。第六十頁，共九十六頁。Agency Br

48、iefings代理商簡報(bào)第六十一頁，共九十六頁。We think that the agency briefing formats you use are generally very good . The UPGA section on briefing isextremely clear . BUT . . .我們認(rèn)為各位所用的代理商簡報(bào)格式大致上而言非常好。UPGA中說明簡報(bào)的部分也極為清楚。 但是 . . . 第六十二頁，共九十六頁。The fact is that these formats are seldom used.Particularly outside the U . K

49、 .事實(shí)上各位很少使用這些表格。特別是在英國以外的地區(qū)。第六十三頁，共九十六頁。Anything you and your colleagues can do to enforce yourown rules could make a significant difference to thestandard of briefing and thus the final advertising .各位為了實(shí)行規(guī)則所做的努力都能使簡報(bào)的水準(zhǔn)和最終的廣告產(chǎn)生很大的不同。第六十四頁，共九十六頁。On the same subject : briefing, we believe there is a

50、strong case for an addition to the document relating to brand personality .關(guān)于簡報(bào)，我們認(rèn)為有關(guān)品牌個(gè)性的資料中非常需要加入另一項(xiàng)重點(diǎn)。第六十五頁，共九十六頁。In the current briefing outline a lot of attention ispaid to positioning and product performance but verylittle to who the brand is .在現(xiàn)有的簡報(bào)綱要中，大部分的注意力都放在定位及產(chǎn)品功能方面，卻很少注意到產(chǎn)品是誰。第六十六頁，共九

51、十六頁。Most of the “big ideas” we all admire imbue the brandwith an indelible character . If we are unable to definewhat that is, it probably points up a deficiency in the brands advertising . 大部分我們所贊賞的“大創(chuàng)意”都是以不可磨滅的鮮明個(gè)性影響品牌。如果我們無法界定出其個(gè)性，可能就會使品牌廣告殘缺不全。第六十七頁，共九十六頁。If we start writing brand personalities

52、as an obligatory addendum to these documents, we would be more likelyto maintain and build a brands personality, and very possibly we might breathe more life into the creativework itself .如果我們開始撰寫品牌個(gè)性，將其視為簡報(bào)資料中必須包含的項(xiàng)目，那么我們就比較能夠建立并維持一項(xiàng)品牌個(gè)性，而且很可能可以為創(chuàng)意作品本身注入更多的生命力。第六十八頁，共九十六頁。A final word on briefing.

53、The brand benefit in most strategies is usually written in extraordinarily banal terms and is fir the most part totally product performancecentred . We would suggest that where an emotional benefit is relevant that more attention should be paid to writing this into the brand benefit statement. (Very

54、often Unilever Managers summarise their strategies by simply using the brand benefit statement. If an emotional content is not written into be considered partof the strategy .關(guān)于簡報(bào)的最后一項(xiàng)要點(diǎn)：在大部分策略中的品牌利益都是以極為平凡的文字所寫成，而且絕大部分都是以產(chǎn)品功能為中心。我門建議，如果品牌利益點(diǎn)與情感利益有關(guān)，就要更加注意，把這點(diǎn)列在品牌利益點(diǎn)陳述中。 （Unilever的經(jīng)理人員經(jīng)常都只是用品牌利益點(diǎn)陳述作

55、為策略的概述，如果在品牌利益點(diǎn)陳述中沒有包含情感利益的內(nèi)容，那么情感就絕對不會被視為策略的一部分。）第六十九頁，共九十六頁。On - going Campaigns持續(xù)的 campaigns第七十頁，共九十六頁。All too often working on the next execution of a campaign is seenas creating a “new commercial” that is virtually identical to the old one it is supposed to replace.（Unilever brand managers very

56、 often ask for a new commercial and then set down guidelines basedon the previous commercial which make it virtually impossible to do anything new .人們通常認(rèn)為一個(gè)campaign中繼續(xù)執(zhí)行活動的發(fā)展，就是創(chuàng)作出一個(gè)“新的廣告片”，而這只新片要與其所要取代的舊片完全一致。（Uniliver 的品牌經(jīng)理經(jīng)常要求代理商發(fā)展新片，然后根據(jù)前一只片子來設(shè)定工作指引，結(jié)果到最后根本沒有辦法有任何創(chuàng)新。第七十一頁，共九十六頁。On the other hand

57、, we know that the writers and artdirectors at cdpfight to work on the Hamlet commercial.Why? Because each execution has an idea in its own rightwhich develops and keeps fresh the original “core idea.”在另一方面，我們知道CDP 廣告公司的撰文人員和藝術(shù)指導(dǎo)都爭先恐后地想要為哈姆雷特雪茄發(fā)展新的廣告片。為什么？因?yàn)槊宽?xiàng)執(zhí)行本身都有一個(gè)創(chuàng)意，以便發(fā)展并使原有的“核心創(chuàng)意”保持新鮮感。第七十二頁，共九

58、十六頁。Suggestion :whenever a briefing is done for anotherexecution within a campaign, it should start with adescription of the original “core idea.” Once this isagreed, it should serve as the basis of all futurecampaign development .建議：不論何時(shí)要為 campaign 中的后續(xù)執(zhí)行做簡報(bào)，在一開始都要描述一下原有的“核心創(chuàng)意”。一旦這個(gè)核心創(chuàng)意經(jīng)過同意，它就應(yīng)該被視為

59、所有未來 campaign 發(fā)展方向的基礎(chǔ)。第七十三頁，共九十六頁。The creative work developed would then be judged on the basis of how it contributes and freshens, rather than conformsto the previous commercial. It should be made clear to theagency that this is what you expect, not just another carbon copy .要評斷新發(fā)展的廣告執(zhí)行，應(yīng)根據(jù)此作品如何對核心

60、創(chuàng)意有所貢獻(xiàn)并保持新鮮感來決定，而非依據(jù)它是否與先前的執(zhí)行有一致性來判斷。應(yīng)該清楚地告訴你的代理商這才是你所期待的，你要的不是另一個(gè)復(fù)制品。第七十四頁，共九十六頁。This is also vital when extending a campaign into another medium.Lets look at an example. Here are two commercials for Surf detergent,they are from a campaign called “Homemovies.”（SHOW： SURF - STOLZ AND SULLIVANS）這點(diǎn)在利用