Crispin, Porter & Bogusky executive creative director, Andrew Keller, is in Sydney judging this year’s ANDY Awards. He’s also keeping a journal at Creativity Online.
Here’s a bit of what he’s saying:
I’m fascinated by print. It is almost impossible to nail down what makes a great print ad. There are rules and there are goals and there are philosophies, but there are no guarantees. The right answer just is the right answer. I wish I could say more. Keep it simple, keep it branded, stay tight to the product and its benefits. Have a powerful strategy. Surprise and engage. Make it relevant. OK, so what is relevant and what is funny? What amount do you leave out so that the reader can feel smart for understanding or have you left out so much as to alienate them? It’s a delicate balance. When you see it you know it.