Understanding Media
As advertising creatives, we tend to get enveloped in our own little bubble of agency life. We study award books. We read Creativity. We do whatever we can to see what other great work people around us are creating and then try and create similar work that will lead to a similar pedestal.
However, you will never create great advertising by creating work that is derivative of other advertising. Advertising has to speak to the audiences outside of the one inside your agency. Likewise, the best creatives are not in the advertising business. They are in the media business.
Go to movies. Attend art shows. Hit up concerts. Watch great television. Follow design. Browse the Internet. Take the best ideas spewing forth all around you ...
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