If you have to convince a client to implement your idea, you’re doing something wrong, David Lubars, chairman and chief creative officer of BBDO North America, said today during his keynote address at Ad:tech NY.
“If you have a strategic insight before the work begins that’s rich and deep, the work that falls out of that should be logical and make sense,” Lubars said. “You should have a brilliant insight about the client, or the product you’re trying to sell that’s so brilliant that work just spills out.”
He advocates starting with that big idea or insight, and letting that idea flow into any medium that fits it.
Similarly, the audience should want to spend their precious time looking at what you’ve made, he said. “If anybody thinks something is cool, they’ll engage voluntarily. Time is most precious thing anybody has.”