Bram Pitoyo, Etc., Links

It Has Come To My Attention That This Year Had Produced Many Memes—

—most of them trite and overused, as can be seen here. My three top favorites:

  • (something) is the new (something).
  • “Organic” (noun or verb).
  • Random.

However, I think that “organic-anything” might be more suited for 2006.

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Bram Pitoyo, Etc., Links

I Have Been Very Lucky To Have Plenty Of Occasions Where I Worked Alongside Wonderful People And Teams—

—wherein I started to notice patterns from the group members that can determine if:

  1. The project is going to succeed.
  2. We all could learn something and have fun doing it.

Sure, smart & Get Things Done and self-awareness are all important qualities to look for in team members, so is brilliance. But they’re quickly becoming a given in the industry, so you have to look deeper. Ready?

  • Good work ethic. Work ethic is what sort of things one does and how one does it when nobody is there watching. This quality will mostly remain hidden to the public’s eye (it can be otherwise, but the result is usually pretty messy) because nobody will probably know it except for the said individual. But good work ethic is such a rarity (even rarer than the so called ‘brilliance’) that I would recommend you to hire anybody who has it right away and keep him/her happy. It also happens to be the single. Most. Important. Thing. that will bring the project success. Believe me. You can deliver kick ass strategies and heartrending executions all you want, but this quality will make those deliveries consistent.
  • Better than me. No, seriously. If I have to work with someone, I’m going to make sure that he/she can do things better than me (in different or similar areas.) This way, not only can the team produce better results, but I can also learn a thing or two from him/her. I find that a good rule of thumb is to work with or hire somebody that I admire. This quality is somewhat easier to spot, because the ‘more better’ he/she is, the more he/she will scare the team with his/her works. And a scare is good because it forces everyone to stretch him/herself beyond the comfortable.
  • Genuinely good-natured and humble. Look, it seems that everyone in the advertising, marketing and design industry have a big ego and lack an ability to play well (read: giving up his/her ideas to be ripped apart in a brainstorming meeting and then buying the ‘ripper’ coffee afterwards) with each other. I truly think that the world needs a different kind of shop. A shop whose people will actually be nice to everybody while still being genuine at the same time. One that’s built on The Power of Nice (okay, kind of like Kaplan Thaler but with the two above qualities added.)

And there you have it. Good night.

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Bram Pitoyo, Interlude, Lesson of The Moment

Following My Last Post About My Overarching Playlist Criteria

Here are some qualities that I judge a piece of advertisement by, two of them taken from my last post, proving once again that even the two most disparate fields of knowledge—in this case, music and advertising—do intersect somewhere. Here they are, in no particular order:

  • Adherence to creative brief. Sure, customers (and sometimes creative team) might not care about this, but I do. Advertising that doesn’t serve as anything (or practiced for its own sake) is simply bad practice. Go as experimental or viral as you want, but do have a sound strategy to back it up.
  • Wittiness. The ad has to engage me in such a way that I’m thinking and (preferably) smiling at the same time—whenever appropriate. I say this because that may not apply in certain cases, like a donation/begging ad. If one manages to make a donation/begging ad witty, he/she must be a rock star—because not many people possess the ability to do that sort of thing.
  • Authenticity. You know what I mean. We got so good at this, we can even sniff out even the most sophisticated Astroturfing in mere moments. Remember, genuineness isn’t something a brand say, write or think about, it’s something it does, by nature.
  • Narrative. Even a blipvert must tell a story successfully if it is to succeed. This is one of the reason why things like 1/60th” spot (!) would never work.

Good night.

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