Long Live Our Weird Ideas

Long Live Our Weird Ideas
SHARE
THIS



In this guest post, MediaCom Beyond Advertising’s Alastair Anisimoff (pictured below), shares his perspective on all things ideas, and argues why creative and social should no longer be seen as separate entities.

Alastair Anisimoff

My first mentor once asked me what I want to do with my career. Volvo’s (Van Damme) splits just came out. The moment of genius as Jean-Claude Van Damme extorted his body high above the pavement in between two moving trucks blew my head up. The simplicity of the idea, the beauty of the execution and a wild human moment that lead to a product benefit. To me, this is the benchmark.

From this point on, I knew I wanted to be a part of the team who came up with awe-inspiring ideas in an agency that also ensures those great ideas are seen by the right people. And so, my journey started. From my social media perch, I dove into creative, putting myself through AWARD school, expanding my mentors and working with leaders in MediaCom Beyond Advertising (MBA) to become a creative. Persistence is king.

The best advice I ever got was to step back from your idea and look at it with fresh eyes. A new perspective is powerful. Creative is looking at the world in a way that has never been seen before, and for Pete’s sake understand the difference between an idea, the central thought, an execution, and how that idea comes to life. I think we sometimes forget.

Ideas have power. It matters not where the idea sits but the idea that comes first, the platform second. There is a big difference between an execution and an idea, on social the two get muddled all too easily. My first introduction to this was in the beauty of pen and paper at AWARD School. It was here I learnt that it’s the beauty of a simplistic central idea, not the platform, that matters.

As someone who started life in social media and jumped ship to creative, I’m disappointed by some who still see creative and social as separate entities. Social is just the platform – the same as print, radio or TV. These ‘old school’ formats have never been separate from creative. It’s time to meld the two together.

Starting on the media side of the fence gave me a better appreciation for creating an idea with a platform in mind, but that idea must always be your core; it must always be able to live solo. Think less is more. Social can be beautiful. Find your insight, create an idea and do a print style social series. I have the joy of working with Princess Cruises on such a campaign. It’s uncomplicated with beautiful moments and has direct links to quantifiable sales – a rare thing in the ad game.

Princess Cruises social campaign [1]

Princess Cruises social campaign [2]

Social is no longer how many assets can we build a month. It matters not if it’s on Instagram, Facebook, YouTube or Snapchat. It’s carefully crafted creative with a robust and sometimes weird idea at heart. Every post has a purpose; every idea is tailored to the platform it lives on. ‘Less is more’ is our mantra and MBA is seeing success with our ideas-first, platform-second theories on social.

Here are some lines I like to live by:

  • Creative is as much a grind as it is coming up with brilliant one-liners. Stick with it.
  • Be curious, observe, and ask questions. A know-it-all has no place here.
  • It’s okay to be a little weird.

 

Latest News

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]