Rob Estreitinho
@robistyping
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agencies:
client briefs are so long
also agencies:
slide 1 of 286
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40
479
"Advertising isn't science, or art.
But because planners treat it like science,
and creatives treat it like art,
it's become boring."
I love the simple articulation in this.
Don't try to be too clever or artsy.
Aim to entertain.
*Then* work out the rest.
via
@v_praveen
12
73
378
Underrated strategy skills:
- being easy to work with
- being fun to work with
- being dependable
- listening with intent
- cultivating team vibes
- writing clearly
Overrated:
- being "really smart"
14
48
302
Agencies:
client briefs are so long
Also agencies:
slide 1 of 286
7
39
286
agencies:
"fuck reading 40 page guideline documents"
also agencies:
"we should create a 50 page guideline document"
3
23
243
Agencies: keep it simple stupid
Also agencies: ~slide 1 of 183~
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"Legal won't let us say that."
Some see it as a restriction.
Others, as a creative opportunity.
Lovely poster, with a lovely line.
It's readable 50 meters away too.
Which is often where most posters fail.
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19
177
Love this framework from Nancy Duarte.
A great presentation is a great story.
But much like an ad, it needs a great hook.
And some jeopardy as you go through.
And a clear thing to take away.
Very steal-worthy stuff, here.
6
18
170
Strategy is actually not that hard.
Here's the blueprint to do it well:
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Stephen King's T-Plan is from 1964.
Old, right? Except nah ah.
Docs like these resolve 90% of headaches with any new specialism that comes about.
And we ignore them at our own peril.
As I heard recently:
“We need fewer advertising futurists and more advertising historians.”
4
18
131
Presenting to very senior people is hard.
But also offers a huge lesson in brevity.
Often people don't want to see homework.
They just want to know you did it.
And what it might mean for our next big move(s).
There should be coaching for this stuff.
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112
We love re-writing brief templates.
We should love to collect the best ones.
A lot of this stuff is already worked out.
We just need to pick one.
And commit to it.
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9
105
Don’t say it
Don’t say it
Don’t say it
Don’t say it
Don’t say it
Don’t say it
Don’t say it
Don’t say it
“Is that an insight, or just an observation?"
2
12
93
Underrated strategy skills:
- being easy to work with
- being fun to work with
- being dependable
- listening with intent
- cultivating team vibes
- writing clearly
Overrated:
- being "really smart"
5
7
104
Still one of my favourite charts in recent advertising effectiveness history.
Not without its problems:
- correlation, not causation
- TV ads only (no OOH, social, etc)
- US data (though i suspect universal enough)
Still mega stealable, so steal away.
8
4
73
Agencies:
keep it simple stupid
Also agencies:
~slide 1 of 183~
0
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72
I really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
really
need more than "it's about awareness".
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4
69
Still one of my favourite headlines in recent times.
The number one job is to hook people's attention.
Without that, everything else is academic.
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Strategist: We need to subvert category conventions to maximise cut through in a crowded market where attention is at an all time how
Creative: So do something that feels different so people notice it?
Strategist: Correct.
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Most don't understand this:
Strategy is not ideas.
So how do they differ?
I like this phrasing:
1. What do we stand for? (strategy)
2. How do we stand out? (idea)
One's about having consistency in message or service.
The other one's about refreshing how you execute it.
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What people think my job is:
Fucking around for no reason.
What my job really is:
Fucking around for a very specific reason.
You could even call planning Applied Fucking Around.
Trademark pending.
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65
Next time you work on a brief, consider the meme.
- Look up subreddits of your category.
- Meme accounts linked to your product.
- Gags others have shared on Twitter/X.
- Funny TikToks about your brand.
Behind each gag there's deep human truth.
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someone offers you £5,000,000
but you can't quote Binet, Field, Ritson, Nelson-Field, Romaniuk or Sharp ever again
you taking it?
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I wish i knew this 13 years ago.
(And frankly still kinda suck at it.)
Your job isn't to know everything.
It's to know where to look when needed.
Sure, it feels exciting to always read stuff.
But it's also hugely taxing on our wellbeing.
Know directions, not destinations.
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Myth:
Strategists don't deal in client politics, it's all about protecting the idea(s)
Reality:
Understanding client politics is how the best work gets sold and made
It's tough, but in 13yrs doing this thing I have never seen it done any other way.
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"It’s fair to say that marketing might just be getting just a little bit carried away with judging, awards and recognition, and forgetting that our prize is profit and our recognition is salary"
@markritson
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A good agency should master three things:
– How brands work
– How people work
– How tech works
Very few do all three. Most do two well at best. Too many obsess about just one.
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58
Strategists: we need to be single-minded
Also strategists: *has 379 tabs open at any given time*
6
1
57
Agencies:
"Fuck reading 40 page guideline documents"
Also agencies:
"We should create a 50 page guideline document"
4
4
50
'I don't agree, but i understand' is one of the most underrated things to think/say.
8
4
50
One of the best things to remind ourselves of when it comes to ads.
Don't worry about whether you like it.
Worry about whether it works, and why.
via
@v_praveen
and
@davetrott
1
10
50
Someone offers you £5,000,000
But you can't quote Binet, Field, Ritson, Nelson-Field, Romaniuk or Sharp ever again
You taking it?
25
1
49
'I don't agree, but i understand' is one of the most underrated things to think/say.
6
12
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Absolutely love this from
@AdamMGrant
:
"In hard times, urging people to be positive doesn’t boost their resilience. It denies their reality."
Reading about psychotherapy should be a mandatory part of all management training.
1
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worthy reminder for all things hype:
"The people who made the most money in the California Gold Rush were those who sold picks and shovels"
0
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44
I am totally here for very professional and scientific charts like this one.
1
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44
Traditional creatives are often criticised for not getting technology. Fair enough. But in my experience, and knowing ideal scenarios don't exist, it's always better to start with a good concept and power through formats, than having format-first thinking with no idea behind it.
2
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5 slides of strategy
is 10x harder than
50 slides of strategy
trust the maths
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Half of a strategist's job is looking at 5 different documents with 5 different models and make a 6th document with a single model to rule them all.
3
2
41
5 slides of strategy
is 10x harder than
50 slides of strategy
trust the maths
4
3
41
The Get/Who/To/By brief gets tons of hate.
I... kinda like it?
→ it forces clarity on who you're targeting (get)
→ as well as the human problem (who)
→ it's specific on the outcome you want (to)
→ it stress tests the strategic angle (by)
What's your case for? And against?
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5 slides of strategy is 10x harder than 50 slides of strategy.
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"60:40 average split between brand and activation but it varies by category'
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90% of strategy is agreeing shared language for things.
4
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39
Presenting to very senior people is hard.
But also offers a huge lesson in brevity.
Often people don't want to see homework.
They just want to know you did it.
And what it might mean for our next big move(s).
4
2
38
1. oh no there are three different strategic models
2. we should combine them to make a better one
3. oh no there are four different strategic models
1
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Paraphrasing Einstein, if you had an hour to put together a deck, it's far better to spend 55 minutes defining the story and the remaining 5 minutes building the slides.
Too often we do it the other way around.
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Effective reframe?
Too clever for its own good?
You decide!
(I'm on the 'effective reframe' camp.)
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1
36
Formats are not ideas.
There's a nasty habit when talking digital creativity that the idea is to make a gif / AR / whatever thing.
No one ever says 'the idea is to make a TV ad'. They write a good script.
Same in digital. Give me a cool story. Then find the right format.
1
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35
The smartest thinkers i know:
1. Read like maximalists
2. Write like minimalists
Freedom of a tight brief, and all that.
2
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friendly annual reminder that:
1. sure, your campaign achieved '10 billion views'
2. however, the planet only has 7.9 billion people
3. pls help us mere mortals understand
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34
What sounds like a strategy but isn't really a strategy?
I'll go first: "being relevant in feed".
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Never underestimate how a detail in your brief could spark an entire campaign idea.
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two questions when evaluating any comms work:
1. why is it distinctive?
2. why is it relevant?
it's insane how much stuff doesn't pass both tests.
(or sometimes, neither!)
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Shorter briefs aren't just a matter of professional craft, they're a matter of personal respect for the people you're briefing.
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Brands who live or die by whatever's trending that day are the literal definition of an identity crisis.
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Strategy isn't about sounding smart.
It's actually much simpler:
𝙃𝙚𝙡𝙥 𝙤𝙩𝙝𝙚𝙧𝙨 𝙗𝙚 𝙨𝙢𝙖𝙧𝙩.
The great irony: you do this by adopting simple language everyone understands.
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The best strategic presentations follow a simple structure:
1. Premise
2. Punchline
3. Action
Easy to over-cook point 1, and under-cook points 2 and 3.
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31
when the 'single-minded task'
is actually four different tasks
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one day i will write a memoir
completely made up of memes
it's a memeoir
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Next time you feel a bit dumb, remember some people claim with a serious face to have achieved 78 billion impressions with their earned media campaigns.
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Strategists: simple language is best
Also strategists: "disproportionately advantageous emotional benefit"
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0
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How to fail as a strategist in 2024:
(The ultimate guide.)
1. Fancy language
2. Impenetrable slides
3. Aspire to sounding smart
4. Make your clients feel dumb
5. Thinking strategy is the endgame
Steal this blueprint!
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29
Me, a romantic:
"thinking of you"
Me, a strategist:
"you've reached record levels of mental availability through distinctive brand assets"
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My favourite kind of people:
1. Sharp minds
2. Soft hearts
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Today in timesheets:
Spent 5 hours trying to turn 10 ok slides into 3 extremely clear slides.
Absolutely worth it.
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One of the reasons ads are ineffective?
They thrive in vague language.
"World class service" means nothing.
"We pick up on the second ring" evokes a feeling.
Vague language makes the advertiser feel good.
But specific language makes customers feel good.
Know thy priorities.
0
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27
We think open briefs are great.
Except they create so much internal turmoil.
Sure, "sky's the limit" sounds great on paper.
Until we accept what Kierkegaard wisely said:
"Anxiety is the dizziness of freedom."
Tight briefs = loose minds.
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Two equally dangerous paths:
1. Making work without thinking about measurement
2. Making work only based on what you can measure
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