And so yeah, but I miss a little bit and I miss also I miss that you can spend that time where
Posted: Mon Jan 06, 2025 5:39 am
Hey, go brainstorm for two weeks, come back with ideas, the kind will give you feedback, go back that, finalize the script, go to a few directors, get there before the station.
There the perspective Go produce the ad like spend a month in the production and then publish in six months. Nowadays you need to launch probably six or five different campaigns.
Daniel Burstein: For.
Carlos Cantu: Whatever. But something that I usually say cyprus whatsapp resource is that 50% of what I learned in that first phase of my career went to the trash. To being is not not, not useful anymore. It doesn't apply anymore. But the other 50%, I think it's still relevant today. And and that has been super helpful for me being an old school creative director, as someone told me once on Twitter, has been super helpful because I understand the power of having a creative concept, of having a clear brief, having a positioning for a brand, of having a human insights as part of of the creative process.
And I think those those things still benefit even when you post something on on Tik-Tok, if you have a human inside front of your, your TikTok will be better than, than, than if you just come up with a nice catchy headline or a catchy meme or catchy video, you know? So for me that that's a good a good balance.
Daniel Burstein: I mean, I go back to that quote from 100 years ago. Talk about your advertising. The truth well told, Right. I mean, that was the best the best quote I ever heard about what advertising is. And to your point, yeah, that's not going to change. You still got to figure out those truths. Tell it. Well, now there's different tools.
There's Tik Tok and like you said, audience and the customers, they can see some truth. Back to you also. Right. But it's still finding that truth and telling it Well, being that storyteller. Right.
There the perspective Go produce the ad like spend a month in the production and then publish in six months. Nowadays you need to launch probably six or five different campaigns.
Daniel Burstein: For.
Carlos Cantu: Whatever. But something that I usually say cyprus whatsapp resource is that 50% of what I learned in that first phase of my career went to the trash. To being is not not, not useful anymore. It doesn't apply anymore. But the other 50%, I think it's still relevant today. And and that has been super helpful for me being an old school creative director, as someone told me once on Twitter, has been super helpful because I understand the power of having a creative concept, of having a clear brief, having a positioning for a brand, of having a human insights as part of of the creative process.
And I think those those things still benefit even when you post something on on Tik-Tok, if you have a human inside front of your, your TikTok will be better than, than, than if you just come up with a nice catchy headline or a catchy meme or catchy video, you know? So for me that that's a good a good balance.
Daniel Burstein: I mean, I go back to that quote from 100 years ago. Talk about your advertising. The truth well told, Right. I mean, that was the best the best quote I ever heard about what advertising is. And to your point, yeah, that's not going to change. You still got to figure out those truths. Tell it. Well, now there's different tools.
There's Tik Tok and like you said, audience and the customers, they can see some truth. Back to you also. Right. But it's still finding that truth and telling it Well, being that storyteller. Right.