MANILA, PHILIPPINES — Have you used the word “humanize” this week? Or perhaps you’ve tried to personify a brand? If so, it might be time for a fresh perspective and some new vocabulary.
Last August 23, renowned advertising strategist Mark Pollard brought his Sweathead Masterclass to Manila for the first time.
As CEO of Mighty Jungle and founder of the Sweathead community, Mark has a proven track record of helping businesses break free from conventional thinking and embrace innovative strategies. With clients like The Economist, Poo-Pourri, and Dreampad, his expertise has been sought after by some of the world’s leading brands and agencies.
Titled “Strategy Is Your Words,” the masterclass offered a four-hour interactive session on improving your strategy skills and creating impactful advertising campaigns.
Here’s a spoiler-free summary of what adobo Magazine learned:
An idea is not a thought
We often use the phrase “I have an idea” too casually. In reality, an idea is more than just a thought or a desire. It’s a creative solution that combines different elements in a new and innovative way.
For example, saying “I have an idea, let’s partner with Grab” isn’t an idea in itself. It’s more of a goal or a suggestion. A true idea would involve brainstorming specific ways to collaborate with Grab that would benefit both parties and offer something unique to the market.
To further strengthen an idea, it must combine elements from different domains or perspectives in a way that hasn’t been done before. This creates a unique and unexpected solution.
Be odd
The more unconventional your idea, the better. For instance, consider alternative uses for a brick. Some might suggest a cup holder, a seat, or even a toothbrush holder. Add a unique story or a touch of flair to make your idea stand out.
One example I wrote during this exercise is a politician using a brick to manipulate a child’s weight during a health check-up. By adding weight to the scale, the politician could falsely make the child appear healthier, perhaps to reinforce his reputation for conducting feeding programs during his term.
And that is an odd idea.
The more effort we invest in thinking about and developing our ideas, the greater the chances of finding new and exciting possibilities — leading to much better strategies.
Use words that bite
A great strategy uses words that bite. Instead of overwhelming your audience with verbose messaging, focus on creating concise messages with words that leave a lasting impression. The key is to find language that isn’t demanding to be understood by the audience.
My personal example of this situation is the overused phrase “ushering in a new era.” This copy has become so ubiquitous that it’s lost its potency. When every brand or product claims to herald a new era, the phrase becomes diluted and lacks bite. Effective communication requires language that stands out, not blends in.
Mark’s way of thinking during class felt like a pushback of the whole corporate agency experience. And to me, it is a hint of his collective burnout from working with the biggest agencies and brands throughout his experience.
The Sweathead Masterclass aims to streamline complex corporate strategies and ideation processes based on his extensive experience. While the industry insights he cited are valuable, they often have a Western focus. One data showed that celebrity endorsements are not effective in terms of numbers. While this may hold true in Western contexts, celebrity endorsements are highly influential in promoting brands and products in the Philippines.
This is evident in the recent trend among top fast-food chains in the country, which have featured popular OPM girl and boy groups in their endorsement campaigns, accompanied by extensive promotional activities.
While the global spread of Western consumer culture, has significantly impacted advertising worldwide, the recent trend of Filipino fast-food chains featuring local OPM groups demonstrates the importance of adapting Western-centric strategies to specific cultural contexts. By incorporating elements of Filipino culture, these campaigns effectively resonate with local audiences while still drawing inspiration from broader global trends. These campaigns might even gain traction with global audiences
Overall, Mark’s class was a helpful refresher for the everyday agency task. It offered a chance to reevaluate your daily routine and gain new perspectives.
It also serves as a timely reminder that the most effective strategies often come from unconventional thinking. By challenging our assumptions and embracing the power of odd ideas, we can break free from the constraints of conventional wisdom and create truly impactful advertising campaigns.
To get a more in-depth view of what Mark Pollard teaches at his Masterclass, visit sweathead.com
