IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
If advertising is truly a business of ideas, then the creative process – which really means ideating – must be hounded, invoked, ruthlessly pursued and celebrated every day, right? Boy, is that a tough call? The (late) distinguished writer Dorothy Parker once described creativity as that magical fusion “of a disciplined eye and wild mind!” Point is – how disciplined… and how wild?!
To most creative people (in adbiz and outside) the moments that are easily the most painful, traumatic and nerve-wracking are the start-up! Beginning is always a nightmare! Invariably this curtain-raiser (or what colourful, flamboyant creative hot-shot George Louis calls foreplay!) is filled with a zillion nervous, useless, irrelevant (sometimes even superstitious) rituals! That last ciggie must be smoked. That last cup of coffee has to be consumed. That last call has to be made. The windows have to be closed, opened or adjusted. The chair must be placed just-so for inspiration and comfort (whichever came first!). The comp must be dusted and re-dusted. This tortuous game of procrastination carries on and on until someone blows the whistle (Publisher? Client?) to signal: Buddy, your time starts NOW!!
Chillingly familiar, right? In this kind of a scenario, everyone has their own method of tackling this bugaboo. It would be interesting to do a checkout on how the legends and gurus and Dada’s tackled it, right? Let’s start with the acknowledged Big Daddy of the creative revolution on Madison Avenue, the one n’ only Bill Bernbach! Pragmatic and unromantic as it may sound, the creator of timeless masterpieces like ‘We’re number 2, so we try harder’ believed that that the most important inspiration while writing an ad “is the product itself! I can’t say that often enough. Looking for ways to make the people want it… that is crucial.” He was also very critical of questions like what makes a good writer. “I don’t know! You can’t be mathematical and precise in this calling. This attitude leads to a dangerous worship of research where the primary preoccupation seems to be the load of facts got… and not how provocatively and engagingly we present those facts to bored & uninterested consumers.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Programme :- SUPERIOR COURSE CONTENTS
Now IIPM's World-Class Education... for everybody!!
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
IIPM’s 36th Glorious Year of Academic Excellence
4Ps Power Brand Awards 2007
When IIPM comes to education, never compromise
Why Study Abroad When IIPM Gives You 3 global Advantages!
IIPM Ranked No. 1 B-School In Global Exposre - Zee...
No comments:
Post a Comment