Posts Tagged ‘boulder writers alliance’

Last night I attended the Boulder Writers’ Alliance’s monthly meeting, where Steve Babcock, Creative Director at red-hot Crispin Porter + Bogusky, presented on “Writing Ideas versus Executions.”  While the presentation was a wee bit video-heavy for my liking, Steve was charismatic and fun and had a simple message:

Let ideas dictate marketing strategies and advertising executions/media, not the other way around.

CP+B is known for its polarizing, super-sticky, often cringeworthy ad campaigns for companies like Coke Zero, Burger King, and Old Navy.  And much of their success comes from their stellar ideation and struggle to turn boring old advertising tropes like the taste test and the fashion model on their heads.  They do so with what Steve called the “press release” approach, creating a one- or two-line newsworthy hook for a campaign that then dictates execution channels.

Why let ideas lead executions instead of the other way around?  Steve had this to say:

• Executions look backward.  How can you innovate when you’re strangled by preconceived notions?
• Executions constantly evolve, potentially leaving you (and your campaign) in the dust when they change.
• Executions limit your ability to discover universal insights.  Look for the insight first, not the other way around.

On the other hand…

• Ideas have no expiration date.  There’s no time period on an idea, which means it’s flexible and opens up possibility.
• Ideas can adapt to new media and new execution strategies.
• Ideas will always have value.

I came away reminded that a great idea (or voice, or viewpoint) can lead great writing.  But I also wish that Steve had touched on the reality for the rest of us…people who don’t work at an agency that’s been gifted with universal trust, unlimited funds, huge and skillful staffs, and in-house bike mechanics.  Many a contract worker or strategist works within strict budgets and with clients wary of ideas that go off the beaten path.  Still, Steve’s primary message, that your campaign is only as strong as your underlying, newsworthy idea, is well taken.

Last week, I had the honor of presenting a talk at a meeting of the Boulder Writers Alliance, a welcoming and wonderful group of local writers.

It was entitled Not Your Average Ghost:  Ghostwriting for Every Writer and went quite well if I do say so myself!

Couldn’t make the trip to NCAR?  Relive the magic (ha) with a slideshow of my presentation.  Thanks, BWA!  I look forward to my upcoming expert sessions on search engine optimization at the BWA Expo this September.

One of my favorite-ever quotes is “progress, not perfection.”  As in, we can only measure ourselves by our steps today, not by some global what-if.  A progress-minded mentality helps a lot when your schedule is overwhelmed by the many conflicting demands of work and play.

To that end, VOCO Creative has been loving wrike, a Web-based productivity tool that helps us get and stay organized.  It does what we do for our clients:  lovingly nag and help us get our priorities in order.  Well worth the (surprisingly small!) investment.

To those of you worried about getting in some progress, not perfection, this oldie but goodie is a great place to start (not just for writers!).

Event alert: Writers and those interested in writing…why not check me out this Tuesday at the Boulder Writers Alliance meeting, where I’ll be speaking about ghostwriting?