Search­ing for Ideas

Finweek English Edition - - Advertising&marketing -

IDEAS ARE THE lifeblood of ad­ver­tis­ing. Without them you’re dead. But how do you find and de­velop them? John Hunt, a leg­endary ideas ma­chine and co- founder of TBWA Hunt Las­caris, doesn’t be­lieve you can lay down a set of rules for mak­ing ideas, but in a global ca­reer he’s found pat­terns of idea-gen­er­at­ing be­hav­iour ev­i­dent ev­ery­where.

Hunt’s ob­ser­va­tions on how ideas come about are set out in his new book The Art of the Idea. It’s a de­cep­tively sim­ple work of only about 10 000 words. Hunt ob­serves that ideas are stim­u­lated by a “sun­rise per­son­al­ity” (who gives out en­ergy, un­like the sun­set per­son, who sucks it in); idea democ­racy (any­one can have one); your in­stincts (trust them); size (if you’re go­ing to leap, you might as well quan­tum leap); di­ver­sity; and stim­u­la­tion of the un­usual.

Against them are the idea

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