paul dervan, full tilt poker, dmx dublin 2014 - accidental assassins: why great campaigns get killed
DESCRIPTION
Why Great Campaigns get Killed Really good creative advertising often does not see the light of day. Often it’s for reasons that have nothing to do with the creative itself. Paul will explain why all this great creative effort goes back in the drawer – or worse still, in the bin – and the way to avoid this happening to you.TRANSCRIPT
![Page 1: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/1.jpg)
ACCIDENTAL ASSASSINS
Paul Dervan
![Page 2: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/2.jpg)
![Page 3: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/3.jpg)
The Client
![Page 4: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/4.jpg)
![Page 5: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/5.jpg)
![Page 6: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/6.jpg)
![Page 7: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/7.jpg)
Research Strategy Creative
![Page 8: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/8.jpg)
![Page 9: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/9.jpg)
![Page 10: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/10.jpg)
![Page 11: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/11.jpg)
![Page 12: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/12.jpg)
'The successful ad is like a salesperson. It has to get your attention. It then gives you some information about the product and a refinement of this is that it has to give you a single proposition or a message about the product. It has to do this in a way that makes you remember it and the when you come to buy whatever it is, you will remember this message and it will persuade you to choose that brand.'
![Page 16: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/16.jpg)
![Page 17: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/17.jpg)
“Nobody ever came out of the cinema and said they loved the film - as it was very
clear.”
- Russell Davies
![Page 18: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/18.jpg)
TV advertising is everything.
![Page 19: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/19.jpg)
TV advertising is dead.
![Page 20: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/20.jpg)
Outdoor advertising does not work.
![Page 22: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/22.jpg)
Banner ads should only be measured by click-thru rates.
![Page 23: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/23.jpg)
Not everything that can be counted, counts. Not everything that counts, can be counted.
![Page 24: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/24.jpg)
The Agency
![Page 25: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/25.jpg)
“Everything should be made as simple as possible, but not simpler”
– Albert Einstein
![Page 26: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/26.jpg)
Don’t talk about engagement.
![Page 27: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/27.jpg)
![Page 28: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/28.jpg)
![Page 29: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/29.jpg)
![Page 31: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/31.jpg)
![Page 32: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/32.jpg)
![Page 33: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/33.jpg)
The Process
![Page 34: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/34.jpg)
Get the CEO in the room.
![Page 35: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/35.jpg)
![Page 36: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/36.jpg)
![Page 37: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/37.jpg)
![Page 38: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/38.jpg)
Pay for ideas.
![Page 39: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/39.jpg)
![Page 40: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/40.jpg)
Thank you.
![Page 41: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/41.jpg)
![Page 42: Paul Dervan, Full Tilt Poker, DMX Dublin 2014 - Accidental Assassins: Why Great Campaigns get Killed](https://reader034.vdocuments.site/reader034/viewer/2022052321/554cf8a4b4c905a5138b5027/html5/thumbnails/42.jpg)