French: Hay que avanzar en el uso creativo del storytelling
Neil French, considered one of the best Copywriters in history, delivered his first talk in Colombia at the 2016 ElDorado Festival. The creative spoke of the need to progress in the creative use of storytelling and how it allows to build truly relevant stories for people. “To write you need to be rebellious, know yourself deep down and dare to make mistakes. Sometimes the key is to be wrong. If your voice can be heard in what you write, they will recognize you easier” said the well-known creative. In the industry, French is known for his long texts in ads, creating memorable pieces for brands like Chivas Regal, the XO beer and more recently, Ibid Photo.In his talk, he also mentioned the use of insight in advertising. A concept that, according to him, will never cease to be valid as long as the industry continues to grow. “Insights are things we know, but we didn’t know we knew. When we see this in an advertising piece, it’s wonderful” he expressed.He also highlighted the work of advertisers, who in the end are the most interested in the success of any advertising strategy. “In our business, we usually hate clients because we feel we are better than them with their product. However, after all my experience, I wonder why we must hate them. They are all actually fantastic” he said.To finish, he dared the local industry to dare to create. “Rebels are the ones who stand out and are on the spotlight. That is why I must just keep saying: Rebelliousness, rebelliousness, and more rebelliousness.”
