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An idea that should be “lionized”


What’s the best way to coach creatives to stay on strategy (or redo an ad) when they’re convinced “this ad is bound for Cannes?”

intro An idea that should be lionizedYou could tell your creative team that the ad is off strategy, that clients don’t buy off strategy ads, and ads clients don’t buy never get to Cannes. But that would be too easy.

What if the off-brief idea is a big one that will really drive the client’s business and help make your agency famous? What if the off-brief idea means you’ve stumbled on to a better brief? It’s possible. And it’s your job to manage it. You need to encourage your creative team to do great ads that are on strategy because anything on the table is for sale. But if there’s a better brief and a bigger idea in the wings find a way to expose it for discussion. We do this all the time.

By the way, the easiest way to get creatives to stay on strategy is to have a good strategy to begin with.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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