Click here to load reader

The Simple Truth about Duval Guillaume

  • View
    215

  • Download
    1

Embed Size (px)

DESCRIPTION

A guideline to how and why we work

Text of The Simple Truth about Duval Guillaume

  • 4(%3)-0,%4254(!"/54

  • 4(%3)-0,%4254(!"/54

    $UVAL'UILLAUME"RUSSELS!NTWERPSELAAN"OULEVARDD!NVERS

    "RUSSELS

    $UVAL'UILLAUME%!NTWERPSELAAN"OULEVARDD!NVERS

    "RUSSELS

    $UVAL'UILLAUME!NTWERP'ROTE(ONDSTRAAT!NTWERPEN

    $UVAL'UILLAUME#ORPORATE5ITBREIDINGSTRAAT"ERCHEM

  • 7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    4HIS LITTLE BOOK WAS WRITTEN FORALL THE PEOPLE WHO DECIDED TOJOIN OUR AGENCY AS A CLIENT ORAS AN ADVERTISING PROFESSIONAL7E DONT WANT YOU TO READ ITASABOOKOF RULESNORASASETOF GUIDELINES ON HOW TO MAKEGREATADS7EWANTYOUTOKEEPIT AS A REMINDER OF OUR BASICPRINCIPLES 7E NEVER WANTEDTOBEANOTHERAGENCYDRIVENBYPROCEDURESANDSYSTEMSTRYINGTOMOULD YOURMIND INTO A CORPORATEAGENDA"UT WE DO HAVE PRINCIPLES4HOUGHTS FROM OUR BEGINNINGTHATWE STILL WANT TO SHAREWITHYOU !ND LEAVE YOU FREE TO DOWITHTHEMWHATEVERYOUWILL

    %NJOY

    7i-iL`/9i7`iv

    7`>`

    7iiL`i`iv

    7>>`vviiVi`>

    -ii>}Li`>i>

    i>vi>i>

    7iiL`i`iv

    /i>iii

    7>>iiii

    >i>`i>vii

    `iii}

    `}>}>}

    }>Lii>

    i>}>}

    7iiL`i`iv

    i}Vi

    >i}i`iv

    >}>`i>Vii

  • 7(%. 7(%.

  • 7HEN!NDR$UVAL AND'UILLAUME6AN DER 3TIGHELEN FIRST TALKEDABOUTSETTINGUPANAGENCYIN3EPTEMBERITWASCLEARTOANYOBSERVERTHATTHEIDEAWOULDNTWORK

    "OTH!NDRAND'UILLAUMEHADBEENRUNNINGAFFILIATESOF INTERNATIONALADVERTISINGCORPORATIONSUNTIL!NDRASA#%/SUPERVISING THECOUNTRIESOF.ORTHERN%UROPE'UILLAUMEAS#HAIRMANANDCREATIVEDIRECTORWITHALEADINGROLEFORTHEDEVELOPMENTOF%UROPEANCREATIVEWORKONMULTINATIONALBRANDS

    /NE DAY THEY FOUND THAT THEYWERE BUSIER RUNNING THE PROCESSTHANACTUALLYCREATINGCAMPAIGNS4HEYDECIDEDITWASDUETOTHENATUREOFTHECORPORATIONSTHEYWEREWORKINGFORSOTHEYCREATEDANEWAGENCY

    >>`>i>i`Vi>i>iiii>`ii>`>`i}iiVi>i>LV`ii>`ii>i/ivV`>>Lii>

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    &OR THOSE INTERNATIONAL ADVERTISERS WHOSE BUSINESSES NEEDEDIDEASRATHERTHANSTRUCTUREANDORGANISATIONANDLONGEXHAUSTINGMEETINGSWITHLOTSOFPEOPLEAROUNDTHETABLE"UT ALTHOUGH THEY SHARED THIS VISION ABOUT THE BUSINESS WHENIT CAME TO THE @HOW THEIR VIEWS WERE DIAMETRICALLY OPPOSED"ASICALLY !NDRS KEY TO SUCCESS WAS HARD WORK 7HILE IN'UILLAUMESOPINIONWORKINGHARDISWHATPEOPLEHAVETODOWHENTHEYHAVENOIDEAS3OTHEYDIDASMARTTHING4HEYSTARTEDTALKINGTOEACHOTHER!NDWHEN THATDIDNTWORK THEY TRIEDOUTA TOTALLYNEWCONCEPT THEYSTARTEDLISTENINGTOEACHOTHER

    4HEAGENCYOPENEDSIXMONTHSLATERON&EBRUARYTH/NTHE"OULEVARDDE3OUVERAININ7OLUWE"RUSSELS

    7(%.

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

  • 3/-%"/$94().+33/-%"/$94().+3

  • 4WOHEADSARESTILLBETTER THANONE7EMUSTOVERCOMEOURNATURAL TENDENCY TO DEFEND OUR DEEPEST THOUGHTS AGAINST OTHERPEOPLESDEEPESTTHOUGHTS)TSFUNTOENTERSOMEONEELSESMINDANDALLOWOTHERSTOENTEROUROWN!FTERALLTHATSWHATMAKESUSHUMANSTHEABILITYTOSHAREEACHOTHERSTHOUGHTS

    !ND EVERYBODY HAS THEIR OWN THOUGHTS !T $UVAL 'UILLAUMEWEBELIEVETHATINTELLIGENCEISTHEABILITYTOBUILDONTHOUGHTSTHATARENTYOURSANDTHEOPENNESSTOLETOTHERPEOPLEBUILDONYOURS3INCETHEADVERTISINGPROFESSIONNATURALLYATTRACTSOVERSIZEDEGOSWEHAVEINCORPORATEDAFEWDISCIPLINESINTOOURTHINKINGPROCESS"ECAUSEVERYFEWPEOPLEHAVELEARNEDTOTHINKTOGETHER!SATEAM)TDEMANDSSOCIALSKILLS)TREQUIRESASPECIALEFFORT

    4HE"RAND4EAM7EDONTBELIEVEINAGENCIESWITHACREATIVEDEPARTMENTTHATPRESENTS TOANADVERTISERSMARKETINGDEPARTMENTWHILE THEACCOUNTHANDLERSACTASMATCHMAKERS4HEREFORE WE HAVE ONLY ONE DEPARTMENT AND THATS THE "RAND4EAM)TSTHETEAMTHATINCLUDESEVERYONEINVOLVEDINTHEPROCESSATONETIMEORANOTHER#REATIVESACCOUNTHANDLERSPLANNERSMEDIAPRODUCTIONPROD

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    UCT MANAGERS BRAND MANAGERS RESEARCHERS MARKETING DIRECTORS #%/S !NYONEWHOLL HAVE THE RIGHT TO EXPRESS AN OPINIONABOUTTHEADVERTISING )TSAWARTEAMUSAGAINST THERESTOF [email protected]+NOW7HY

    -OST COMPANIES HAVE HIGHLY DEVELOPED KNOWHOW BUT IF YOUWANT THIS KNOWHOW TO MAKE SENSE TO PEOPLE YOU NEED THE+NOW7HY9OU LEARN TODEFINEYOURBRAND IN TERMSOFSOCIAL RELEVANCECONSUMERRELEVANCEANDMESSAGERELEVANCE4HE+NOW7HYSESSIONSYOUHAVEWITH$UVAL'UILLAUMEAREAGREATWAYTOREPLACETHEPREWRITTENCORPORATEMISSIONVISION LITERATURETHAT ISOFTENEMPTYGENERICANDEASILYREPLACEABLE!T$UVAL'UILLAUMEWEWANTTOBEFLEXIBLEABOUTTHETHINKINGPROCESS7EHAVETOBE7EMUSTADAPTEASILYTOTHECLIENTSTHINKINGPROCESS7HATWE REALLY CARE ABOUT THOUGH WHATWERE REALLYFANATICALABOUTISTHATWETHINKTOGETHER!SATEAM7ITHACOMMONGOALPRODUCINGBETTERADS

    3/-%"/$94().+3

  • 7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    iiv`Vi}\

    `i>i>}/iV>V>``iViv>}\ii>>i>iVi`i`iii}>LiV>vi/ii`ii}>ii}i>i}i>/i>i}i>`iii>i}} >` v>i > Liv v > >}iV i >}iV] i >VV i>>/i >i}V `i>i `i i } ] >` i Vi>i i> `i >i>ii>iVi v } >}i iiL` i} >L/ii>iViv>`i}>L`i>i>`]iv>Vi>]iiiiL>`LiL>iiViVi>]>`iL/iii`ivi`]>`>iiii`Vvv>`v>`iVii}>>>

    v>i>}7>>ii}}L7>`v}`iiLiL}i>i}>i`i>iL>`>ii>`ViV>7>ii>>`>ii>VL}i}i>i>iv>ii`iViLi/i`L7L``i>`ii}>vi}}iiViii}}Li>>vi>`]L`}i}Vi]v>i}iii

    `ivii}7ivi>v}`>ii>]`iiVi>i>ii>]L`iv]vviiLi>i]iL`i]i7>`i}i>`iV>]}ivvi}`

    i}7ii i` Livi] iV L` iii` >i` i >7i>>ivi`]>>Vi]ii>iii}>>ii`i>

    >`} ii} >} } i } V> Li v>> >i `>i`i>v>`>i}`->`>`>/i>`/i>V>`Vivii>>iv>i}>`vii}i}>Liii`vii>ii}]>`i]>Lii>i>`vv`Vi]>`>i]>` L` i >> /i } > i >i iiLii>`vi`]iLi`i

    ``>}i>>`i}ii>>iL}i}]Liiiiiivi`iL>i]>>i>7>`i`]>iL>]iii>

  • 9/52%7/.$%2&5, 9/52%7/.$%2&5,

  • ANDSOAREWE

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    7EREWORKINGVERYHARDONTHE"RANDSSELFCONFIDENCE!NNOYINGADVERTISINGUSUALLYCOMES FROMADVERTISERSANDAGENCIESWHOLACKSELFCONFIDENCE*USTLIKEINSECUREPEOPLEINSECUREBRANDS THINK THEY HAVE TO BECOME SOMETHING THEY ARENT 4HEYSPEAK TOO LOUDLY OR TOO QUIETLY 4HEY CHANGE IDENTITY EVERY FIVEMINUTES4HEYIMITATETHEIRSTARS4HEYREANYTHINGBUTTHEMSELVES4HEYALSOSPENDALOTOFMONEYONCONSULTANCY!T$UVAL'UILLAUMEWEHAVETHETOOLSTOHELPYOUFINDTHECOURAGETOBE THE TRUE LOVEABLEYOU7HETHERYOUREANADVERTISERORANADVERTISINGPROFESSIONAL7EWANTEVERYBODYTO FEELGOODABOUTTHEMSELVES4OBEASTHEYTRULYARE

    7EDONTWANTALLOURCLIENTSADSTOLOOKLIKE$UVAL'UILLAUMEADS7EWANTTHEMTO LOOKORIGINAL TRULYTHEIRS,INKINGTHESOULOFTHEBRANDTOTHESOULOFITSCUSTOMERS7EDONOTWANTOUROWNPEOPLETOBECOMELITTLECLONESOF!NDROR'UILLAUMEWHATASCARYTHOUGHT7EREINTERESTEDINPEOPLESDIFFERENCESRATHERTHANTHEIRSIMILARITIES

    >` >i i ii v i ` vii Vv`i] i > `i Li` v>i >}i/i Li Lii` L `} } }] >i > `} i } } /i vi> v>LiVi }i > i > VVii`

    9/52%7/.$%2&5,

  • 7(!4!$)&&%2%.#%7(!4!$)&&%2%.#%

  • 7(!4!$)&&%2%.#%

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    0EOPLEOPENTHEIRWALLETSWHENITMAKESADIFFERENCEh)LL FEELDIFFERENTAFTERTHISDRINKvh4HISCARWILLMAKEADIFFERENCEvh4HISSHAMPOOSGOINGTOMAKEABIGDIFFERENCEv

    9ETWHENYOU LOOKAT ADVERTISING ITS AMAZINGHOWMUCHEFFORTBRANDS MAKE TO LOOK ALIKE AND FEEL THE SAME )NSECURE BRANDSHAVEANEEDTOFEELLOOKANDBEHAVEhLIKETHECATEGORYv"RANDS THATARECONFIDENTHAVEMUCHMORE FREEDOM IN THEWAYTHEYEXPRESSTHEMSELVES4HECONTENTANDSTYLEOFTHEIRCOMMUNICATIONSARENTDICTATEDBYTHERULESOFTHEMARKET4HEYREDICTATEDBYTHEDESIRETOINCREASETHEGAPBETWEENTHEMSELVESANDTHECOMPETITION

    !SA"RAND4EAMWELLDOANYTHINGTOINSTILTHECONFIDENCENECESSARY TODISTINGUISH THEBRAND3O THATPEOPLEBUY THEBRAND!NDPAYTHEDIFFERENCE

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    L` ii >i`i Vi>> Li} `vvii >L > / V}\ 7iiiL`

  • ). ).

  • COMESALL THE INFORMATIONTHAT ISNECESSARY TOMAKEAGREATANDEFFECTIVECAMPAIGN

    0EOPLEALWAYSARGUEABOUTWHATAGOODCREATIVEBRIEFIS&[email protected]ENGINGANDMOTIVATING.OMATTERHOWYOUPRESENT IT7RITEITSINGITDANCEITORPAINTIT!SLONGASITISALLTHREEOFTHESETHINGSITSFINE7HATSANhINSPIRINGCHALLENGINGANDMOTIVATINGvBRIEF

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    )NSPIRING

    3EETOITTHATTHEMESSAGEISNEW4HATITINSPIRESPEOPLETOSPREADTHATMESSAGE.OBODYWANTSTOBETHESECONDMESSENGERCARRYINGTHESAMENEWS4HINKOFSOMETHINGNEWTOSAYABOUTYOURBRAND3OMETHINGWORTHTELLINGYOURFRIENDS

    #HALLENGING

    !IMHIGH3HOWSUPERBADVERTISINGYOUWANTTHEMTOMATCH3HOWGREATWORK FROMPEOPLEWHOVEACHIEVEDWHAT YOUWANTTHEMTOACHIEVE$ONTMAKETHEASSIGNMENTLOOKTOOEASY-AKEIT LOOK LIKESOMETHINGTHATTAKESENORMOUSTALENT )F THECREATIVESAREANYGOOD THEYLL LOVE IT )F THEYREBAD THEYLLWALKAWAY FROMIT

    -OTIVATING

    [email protected]O7!.4TODOTHIS3AY @YOURE THEONLYONESWHO#!.DO THIS4ELL THEMYOUNEEDTHEM4ELL THEMTHEYRE THEBEST-AKETHEMFEELBIG"OOST THEIREGOS,IEONLYINAWAYTHEYREWILLINGTOBELIEVE

    7(%.3/-%"/$94().+39/5g2%7/.$%2&5,7(!4!$)&&%2%.#%).9/52$!9

    ).

    /i*i``>Vi>}i]/iVi}vV>i V>Vi`] ii`>> Li>i`]*i>iVi>i>>iiVii}v`>`Vi>

  • 9/52$!99/52$!9

  • 9/52$!9

    7(

Search related