In Search of the Iconic

I had the pleasure (and privilege) to watch John Hunt in full force this week.

He had prepared a presentation called "In Search of the Iconic" for all TBWA\Hunt\Lascaris clients and the agency. John supported his observations through a carefully selected body of work from around the TBWA global network.

He has an amazing ability to deliver insightful knowledge in a quiet, almost understated fashion. He practices restraint. Every phrase uttered could easily be a headline.

Here are his observations. Paraphrased, of course. You should have been there.

Traditional still equals opportunity.
Everyone is looking to 'become digital'. The industry buzz word is 'integration'. Technology has disrupted the entire landscape. Here John warned us to pay equal attention to the traditional medium as it still holds great importance when the idea is strong and the craft is evident. He shared some very interesting print work and the impressive Heineken Star Serve commercial.

Great ideas don't dance alone.
John made the point that there is no agency in the world that has ALL the necessary disciplines under one roof. Everything has changed. It's complex, messy, fragmented. We need friends to dance with in order to make great ideas come alive. Examples included Become a Maes, Take a look a Brussels, Metro Photo Challenge.

All together now, c-o-l-l-a-b-o-r-a-t-e.
John illustrated that great agencies are quick to connect the dots. Often the idea lies in identifying a partnership or association that creates interest for a brand or service. In this particular case, John shared the 100% Middle Earth, 100% Pure New Zealand work and encouraged the audience to try things out. The agency had to work with Warner Bros. and on many occasions they were told they couldn't do certain things, but they always reverted with other suggestions. In the end the idea was published.

Media is anything, anyhow, anywhere, anytime.
Too often we are media-led. The brief stipulates what the client is expecting. A TVC here, a radio spot there. Media should be seen as anything that connects an idea to an audience in a memorable and impactful manner. One of the examples we used to bring this observation to life was Roachville.

Do good by doing good.
Social causes are big news. No one can guarantee the success of an idea an agency may have. It takes a calculated risk on behalf of both the agency and the non-profit. The road to greatness is often unlegislated, non-linear and full of surprises. What we do need is faith that the idea might just work. One of the examples shown was the Rhino Stamp Project from our agency.

Looking out for ideas sometimes means looking in.
Sometimes you simply need to create the opportunity from within. No client. No brief. Just you, your team, and your imagination. John showed the incredible Internet Museum to prove his point.

Play God. Create something from nothing.
And finally, there's no greater feeling than to simply produce something out of thin air. When do we cross the line from being ad men and women, to inventor? The process is now: Idea > Solve the Problem > Find the Media.

In other words, we must adapt our techniques to the idea, and not the idea to our techniques. Examples included: Adidas NEO Window Shopping, Protoleaf's Soil Restaurant, Shout Out Loud Ice Record Project.


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you can thank me later.


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