We all wang on about the importance of simplicity.
But our actions do not back up our words.
Not by a long shot.
Clients say they want 'simple, powerful, effective advertising.' But too many of them (not talking about mine, who are lovely!) feel they will get to this by presenting the agency with 54 pages of Powerpoint charts and brand architecture diagrams.
Planners want Creatives to deliver great work that's on-brief... but there's often various possible briefs within the several pages they hand over.
And Creatives - yes, we must own up to our own failings too - write elaborate TV scripts, and lengthy descriptions of activations or interactive ideas... whose verbiage often obscures the fact they don't actually have an idea in them.
Anyway, I'm not here to complain. I'm here to suggest an answer.
We simply ban all presentation materials (Powerpoint, Keynote etc) and indeed all forms of stationery, except for the post-it note.
And I'm not talking about the rectangular ones. I reckon we go hardcore - limit ourselves to just the square ones.
If a Client wants 'simple, powerful, effective advertising' wouldn't they be better off stating their problem on a single post-it note?
If a Planner wants great work wouldn't he/she be best advised to write their proposed strategy for tackling the Client's problem on a single post-it note?
And if Creatives have come up with a great idea, shouldn't they be able to write it on, yes, you guessed, a post-it?
Pretty cool, huh? What do you say? Who's with me?