Comments on: In praise of formulas, damn those formulas! http://www.sitsite.com/blog/2008/06/in-praise-of-formulas-damn-those-formulas/ Thu, 17 May 2012 14:21:00 +0000 http://wordpress.org/?v=2.5.1 By: Amnon Levav http://www.sitsite.com/blog/2008/06/in-praise-of-formulas-damn-those-formulas/#comment-26 Amnon Levav Thu, 10 Jul 2008 02:32:43 +0000 http://breakingfixedness.easycgi.com/?p=40#comment-26 Like Grant, i have had the experience of working with agency people teaching them the IST advertising tools. one thing i have found itneresting is that, even before you use (or dont) any specific tool/pattern, the mere concept that there are patterns in creative ads is the real challenge. some creatives refuse to accept this, although i think once youve seen several examples its a bit hard to argue against. apparently, the thought that what is supposed to be great because it is so different from everything else, can actually be shown to be really similar to a lot of other ideas, is a bit unnerving to those who make their living by being able to come up with these ideas. interesting that we can often see that an agency that wins prizes for ita ads, tends to use only 2-3 of the 12 patterns. if their ego allows them, they can a)become more efficient with these 2-3 tools, and 2) expand their palette. Like Grant, i have had the experience of working with agency people teaching them the IST advertising tools. one thing i have found itneresting is that, even before you use (or dont) any specific tool/pattern, the mere concept that there are patterns in creative ads is the real challenge. some creatives refuse to accept this, although i think once youve seen several examples its a bit hard to argue against. apparently, the thought that what is supposed to be great because it is so different from everything else, can actually be shown to be really similar to a lot of other ideas, is a bit unnerving to those who make their living by being able to come up with these ideas.
interesting that we can often see that an agency that wins prizes for ita ads, tends to use only 2-3 of the 12 patterns. if their ego allows them, they can a)become more efficient with these 2-3 tools, and 2) expand their palette.

]]> By: David Hammond http://www.sitsite.com/blog/2008/06/in-praise-of-formulas-damn-those-formulas/#comment-11 David Hammond Wed, 25 Jun 2008 13:33:48 +0000 http://breakingfixedness.easycgi.com/?p=40#comment-11 Grant, very insightfull, Thanks! Grant, very insightfull,
Thanks!

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