Posts Tagged 'Human'

Kiss the principle

Jumping Brain by Emilio Garcia
Image by “lapolab” via Flickr

Every 1 out of 5 clients offer you a brief and end it with the acronym: K.I.S.S.. Likely they add words like result, target, goal. and ROI. “OMG – There we go again, headache!”

Reading K.I.S.S. in the brief used to put me off … “Excuse me! You don’t want my fantastic new and never-seen-before ideas? You don’t want me to be truly creative and rock the consumer’s world?” It feels like the worst repulsive thing to tell a creative director to keep it simple and STUPID. When a brief said explicitly K.I.S.S. I replied: “my ass. “I didn’t want the job. Simply because I didn’t believe K.I.S.S. would lead to better results. I believe in Engagement in Discovery. I want to treat the consumer as smart, able to think, and digest a message.

Maybe it’s age or weariness. Since a year or so I’m following K.I.S.S. as well without rebellion. Two mandatory reasons:

Continue reading ‘Kiss the principle’

The New Human

I gave a 5 minute update at one of the IPAN (Interactive Professionals Association Netherlands) evenings. The evening –led by Jacqueline Smit (Microsoft)– was about the continuous conflict between online and traditional agencies.

To explain the situation I introduced the New Human. The New Human is NOT hanging in front of a TV watching a continuous stream of mindless soaps. The Old Human has evolved.

You can clearly recognize four characteristics of the New Human in the following four leading web concepts.

Continue reading ‘The New Human’