Is it close to work? 60? Master copywriter in 2008? Tim. Delaney? what's up 5? Summary of main points

"You never really owned Patek Philippe. You just look after it for the next generation. You never really owned a Patek Philippe watch, you just left it to your descendants. This classic copy must be familiar to many people. This copy vividly summarizes the characteristics of Patek Philippe watches as luxury goods: the core value is inheritance, and they are the carriers of emotional and cultural inheritance within the family. This famous copy was written by Mr. Tim Delaney, the founder of Leagas Delaney, an old British creative spicy food shop. Mr. Tim Delaney, who is over 70 years old this year, was selected as the world's top copywriter into the One Club Hall of Fame (note: this institution specially selected the greatest people who are the most innovative in the world and have made outstanding contributions in their careers). He still respects the power of words, and he is still persistently engaged in copywriting. His enthusiasm for copywriting can still be seen from him.

In March this year, Mr. Tim Delaney was selected into the 20 17 IPA "Game Changer in Adelin" list for his outstanding contribution to the advertising industry. IPA was established in 197 1 year and has a history of nearly 100 years in Britain. For the practitioners of advertising and marketing communication, it is widely regarded as the most influential professional organization in the world. This is also one of the most influential lists in the advertising industry. Not long ago, at the 16th China Advertising and Brand Conference, China Advertising and Brand Conference Forum and China Advertising Annual Awards Ceremony, we met Mr. Tim Delaney again, and this time he won the "Lifetime Achievement Award" issued by China Advertising magazine. SocialBeta chatted with the world's top copywriters about their career, what attitude copywriters should have under the current digital trend, and how to treat the power of technology.

No.65438 +0 "Follow your own star"

"Follow the star in your heart. 」

Unlike many contemporary students majoring in communication or advertising, Mr. Tim dropped out at the age of 15. At that time, he wanted to be a waiter in a hotel. However, his mother wants him to pursue a career related to advertising. He started to work in an advertising company in England, but he was constantly fired until 18 years old. It was not until he 19 that his copy was officially recognized as an advertising copy. Tim, 32, became the creative director and general manager of BBDO in London because of his constant contact with the avant-garde trend of thought in art, culture and creativity in the early stage of his career.

1980, when Tim was 34 years old, he thought 4A lacked innovative spirit and founded Leagas Delaney himself. According to Tim's original words, the state of entrepreneurship at that time was "no customers." No money. A table. Four chairs. A telephone. And the vision of the life I wanted. " But it was his persistence in creativity and writing that made him start this brand-new journey, and this persistence was the star in Tim's heart.

His expectation of the company can also be seen from his values: he hopes Leagas Delaney can bring value to the brand and bring happiness to the employees of the company.

At present, Leagas Delaney has opened its own offices in London, Italy, Milan, Hamburg, Los Angeles and China. 20 10 Tim Delaney brought Leagas Delaney, an old independent advertising company in London founded in 1980, to Shanghai. He believes that with the development of global market economy, if you don't enter the China market, you will lose your position in the future. China brand not only shows extraordinary influence in economy, but also plays an important role in culture and politics. In addition, Leagas Delaney's customers in London are mostly international brands, and these brands also want to have more say in China. "Follow your own star" is also one of the company creeds of Ligas Delaney.

"Follow your own star" means that you are enjoying your industry. You are not only pursuing a salary or status (because there will always be a place to give you a higher salary), you are realizing your own value.

Second place "I believe that people everywhere will be moved by ideas."

"I believe everyone will be moved by creativity. 」

It is often said that advertising is to use some creative means to make consumers successfully cause buying behavior, and sales in Tim's mind has never been the first purpose of advertising. Perceiving the needs of consumers, looking for insight with heart and impressing people with perceptual power are the first essence of advertising. Many advertisers underestimate their consumers, but in fact, many consumers are very emotional and will be moved by excellent ideas. Tim took the copy of Patek Philippe watch as an example to explain how this idea touched consumers: before Tim took over the brand, the advertisements of Patek Philippe watches mainly focused on introducing the exquisiteness and preciousness of the products. These advertisements are among the best in the industry, but they have little effect on promoting sales. Tim found the reason from consumers: "Some customers will say that this watch is very good, but what does it have to do with me? Tim wrote "Start your own tradition" to respond to this psychological need. The next year, this sentence became "You never really owned Patek Philippe. You just look after it for the next generation. " The success of this copy is based on a deep insight into the psychology of the audience.

Only by going deep into consumers can we better understand the relationship between people and brands. "We hope to find the most fundamental and common factors in commodities, and we will explore the deepest feelings in human nature. So although I am very concerned about digital communication, data collection and analysis, I don't know whether these data can really tap people's most essential emotions. I don't mean the technical level, but the interaction between people. I think face-to-face conversation can really dig out the most authentic state of human beings, which is the most important thing. 」

When Tim first entered the business, one of his tasks was to design a slogan for an agricultural engine oil. In order to find this answer, he went to the farm several times to chat with farmers, observe their work and understand their habits and preferences. Finally, Tim wrote a copy: "The most important 24 ml on the farm." (The most important 24 ml liquid on the farm. Note: The amount of this oil added is 24 ml each time. )

As a brand, each brand has its own unique spirit and characteristics, and the brand should also think about what its culture and genes are, and what kind of emotional experience and new value it can bring to consumers. As a bridge between consumers and brands, advertising should link the feelings between people, convey the value of brands to consumers and build trust for consumers.

Third, "Don't underestimate the power of words."

"Don't underestimate the power of words. 」

At present, images, videos and other forms of content seem to be more attractive than words on social networks, and people often think that visual content is more powerful than words. As a writer, Tim still supports the power of words. He believes that visual content can change some people's thoughts and trigger some emotions, but words can't point out your pain points, let you understand something more deeply and deepen your soul thinking. Even in interpersonal communication and expression, it is words that make those abstract ideas clear. The essence of copywriting is that, as an "interface" for business communication, it conveys feelings and values to people through short but intelligent words. In his eyes, many ideas gradually emerged from his writing.

Tim also said that pictures are different from words: graphics need to match words, but words can bring very good results without pictures. Tim put forward the slogan "Let America be great again". For example. This was in the1970s, when the United States lost the Vietnam War, faced the economic oil crisis, suffered the Iranian hostage crisis, and suffered high unemployment and inflation after a series of progress, such as the Soviet Union's invasion of Afghanistan. President Jimmy Carter put forward the slogan "Make America Great Again" to inspire the American people. These four words make America great again. (Trump used this copy again when he was running for president of the United States last year. Indeed, just like Martin Luther King's "I Have a Dream" inspired many people at that time and inspired people. Writing is the most effective way to express opinions and positions.

Fourth, "Let technology be your servant, not your master."

"Let technology be your tool, not your master. 」

Technology and digitalization are topics that advertisers face every day. Tim said: "We will have love and thinking ability, we will cry, we are creative, and technology does not. As Tim said in the first point, as advertisers, we should understand the feelings of consumers, respect them and establish communication with them. Sometimes data analysis can't help you gain insight into serious human emotions. In fact, many advertisers put the cart before the horse and regard data, media channels and scientific and technological means more important than this. However, technology cannot change human nature.

In addition, Marc Pritchard, the chief brand officer of Procter & Gamble, delivered a speech at the annual meeting of IAB this year, criticizing the shortcomings of the media supply chain: complexity, opacity, inefficiency and fraud. P&G can be said to be the largest FMCG company in the world. If fake data and advertisements have sounded the alarm for them, then P&G's voice in the industry this time will make everyone think and reflect on technology more deeply. Tim's biggest feeling from this speech is that everything promised by technology is not necessarily the most beneficial to customers. "As advertising professionals, we should be excited about new technologies, but we should keep a certain judgment on data and technology. Humans cannot be enslaved by technology. So in a word, it is not what technology can do for advertising, but what advertisers can bring to the brand.

Tim also quoted Japanese writer kazuo ishiguro as saying, "Machines can work, but they have no imagination. 」

Technologies such as big data and AI seem to be able to control and understand many things. They are constantly collecting and analyzing data. More importantly, these technologies should be presented to advertisers and consumers in a more transparent way, instead of using technology to control and manage consumers. Most people in the industry discuss the transparency of the media from the perspective of advertising companies. Tim, on the other hand, thinks from the perspective of consumers. He thinks it may even involve moral issues. There is a discussion in Britain that if you want to use data, you must use it publicly. Tim believes that consumers have the right to know that you are using their data. They must know which companies are using their data, where it comes from and where it will be used. Consumers should also participate in this process. They can choose whether they want companies to use these technologies to obtain their data, so that consumers can better believe that technology will not harm them. Respecting consumers is conducive to the establishment of long-term relations between brands and consumers.

Fifth place "Keep your curiosity"

"Be curious."

Finally, Tim mentioned that as an advertiser, the most important thing is to be curious. Without curiosity, the areas that advertisers can explore are limited. Advertising mainly explores what good results a good idea can achieve, and the most basic thing to keep curiosity is to keep working hard, just like climbing a mountain, climbing to the top. You will see mountains beyond the mountains, and you will keep climbing and persisting. Tim emphasized that he has always been an old gentleman full of curiosity and attributed his enthusiasm to his persistent curiosity. He has always been interested in business models and the relationship between brands and business models. He still has the same desire to explore these fields that he is not proficient in and wants to have a deeper look.

Tim is emotional, passionate and curious, which makes this 70-year-old man still as energetic as a young man. Different from all the marketing environments that pursue digitalization now, Mr. Tim thinks that words are the most primitive and simple communication theory, and he also firmly believes that digging human nature is more meaningful than accurate scientific and technological algorithms. In his mind, respect, sensibility and insight into human nature are the best means for brands to gain consumers.

This article is from Social.