Jon Steel Pearls Of Wisdon

Jon Steel is the former planning director of Goodby Silverstein and Partners. He is the man behind some of the most effective and long running advertising of the past 20 years. Campaigns such as “Got Milk?” and Porsche’s “Kills Bugs Fast”. He is also the author of two fine books: Truth Lies & Advertising and Perfect Pitch.

Ameilia Torode of VCCP used to work for Jon when she was at Berlin Cameron/Red Cell and she’s posted a couple of his tips to her blog:

“We talk a lot in advertising and Planning about the importance of Insights, but ask people what exactly they mean by an “insight” and where exactly you find them and often you get a lot of waffle. Jon places a huge amount of importance on uncovering insights and doesn’t think that a focus group in a typical research facility complete with fake mirrors etc is the way to go. Jon’s planning department would always be out and about with a video camera doing primary research with consumers.”

“When you pitch with Jon there comes a point in the pitch process when you stop trying to find a better creative idea. You stick with what you have and then you work out how to sell it, how to bring it to life, how to make it inspiring. He often says that out of a a 3 week pitch, a full week should be spent focusing on the pitch presentation. Better to have a 70% idea that is sold brilliantly, than a 90% idea that no time has been given to the actual pitch.

“When you ask people the question, where do you do your best thinking - the answer is never “at my desk.” With that in mind its critical to build in time and space to actually think. One Jon technique is to get a team together outside of the agency when they are working on a pitch or a new assignment.”