How does McCabe decide whether what he creates is a good ad? Rely on intuition. McCabe said: "If I don't feel it, I don't even think about it. What I need is something that cannot be categorized. Once you can categorize it, you are repeating others. You must seek Something new, something I've never seen before." For the same reason, he doesn't like advertising rules. McCabe said: "Once you create rules, you destroy the whole idea of ??creativity. There is no 'no' in advertising creation. There is only effective communication."

"Of course, I After reading a lot of books, I learned to judge which of my ideas are valuable and which are not. But the problem is that many people just imitate what is in the book. "Don't apply to an advertising agency before you know what you believe in and what you admire," McCabe said. "Once you know it, use your judgment and create some small works." He said that if your cover letter is a mess, then it will be a mess. There is a 100% chance that the other party will not hire you. "Because it already shows a lack of judgment." Understand everything else

"Don't do anything until you understand everything," McCabe said. "I create work for I set strict deadlines myself, but when I was thinking about the concept of product appeal, I never set a deadline for myself. I spent five or six months doing research when I was creating the Perdyou advertisement, and I used eight when I was doing the Coman. Months. Sometimes just three or five weeks. It depends on the complexity of the product.” McCabe believes that this is why the closed-door creative proposal is not really a good measure of the ability of an advertising agency. No one can guide ideas so efficiently with sufficient product or market information in advance. You need research to determine an effective strategy for you. Why do customers come this way across the road...to buy my chicken

Perdy was the first chicken to be branded. The task of SMS is to explain why it is better and more expensive than the chicken sold in ordinary supermarkets. The solution was found in Perdew himself. "Frank Perdue strives for excellence in product quality," McCabe described. "He is hard-working, a bit slow, and difficult to get along with, but he is devoted to the pursuit of product quality."

Mai Kirby did not rely on the investigation. He just brought out the people behind the product. "You buy chicken at the butcher or the grocery store, but you don't know where it comes from," McCabe said. By using Perdew as a product spokesperson, McCabe personified the product. To emphasize quality, he included a money-back guarantee in the content.

McCabe said of the ad: "Six months after the ad was released, a copywriter asked me, 'Have you used Frank Perdue to advertise and win? Award. So what do you do next? 'I told him, 'It won't change when you're old. ' Come and taste the steak without any artificial additions. McCabe got the business because the client had worked for Perdew and knew McCabe understood this type of product. At the same time, this is also a type of product that McCabe trusts - natural, healthy food. "I'm passionate about it, and I think that's critical," McCabe said. McCabe has a wealth of information about consumers and their receptiveness to the product, such as what customers are willing to do How much does it cost to buy this product. However, he said, "I wouldn't do it without doing further market research." He then unearthed data that no one would know and the information he relied on to create the ad.

So what was his major discovery? Fat and cholesterol are inherent in food, and health-conscious consumers are actually more concerned about whether there are food additives in products. They can control their fat and cholesterol intake through diet, but they can't control their intake of food additives if everything they eat contains them.

McCabi used the results of his initial research to create the ad in a week. He then waited for more than four weeks, waiting for the results of a comprehensive investigation to verify whether the creative direction he took was correct.

If someone asked me how long it takes to create an ad, McCabe said, “I would say, ‘Five minutes.’ But it would take me six months of thinking to come to a conclusion.

I mean, I can create a Marlboro poster in 30 seconds, but some people spend two or three years thinking about it before they create an ad. This is very important. "One of the biggest features of the new Gobel beer is that it doesn't taste like the old Gobel beer.

McCabe realized early on that emotional appeals were more important than rational discussions. He was then "They had a terrible reputation in Detroit at the time," McCabe said of Gobel. Their beer got a bad reputation and became a joke. "

In order to regain market share, the manufacturer launched a new beer. "It's kind of incredible," McCabe said. "It's the first draft beer in a bottle. McCabe created an ad poking fun at the old product to make people believe the new wine would be better. However, sales fell short of expectations.

One day, on the way to meet with a client, McCabe and The cab driver's conversation turned to beer. "I asked him what beer he liked," McCabe recalled, "and he said, 'Budweiser. ’ I asked him if he’d ever had Gobel, and he said, ‘Ah, that’s a good beer, too. ’ Then he described every feature of the product in detail, exactly as shown in the advertisement. You can't investigate any deeper than this. So I asked: 'So why are you drinking Budweiser? ’ ‘Because I like it,’ he replied. So appeals to reason have no effect on him. The problem was getting him to like the new beer more than Budweiser. I don't know if this is possible. "A car that carries too much weight will be scrapped early!

"Sometimes you have to create advertising based on where the market is going, not where it is. " said McCabe. When he first created the Volvo ads, car ads focused on the style and price of the car. No one was making claims about safety and durability. "Because the research showed that it was a mistake. McCabe said. Positioning Volvo as safe was intuitive.

“That’s the art of advertising that many people still don’t understand,” McCabe said. “Advertising is about predicting the future. If you can see future trends and represent your product from that perspective, you will achieve long-term success. "It was a very visual ad. "It used the now-famous image of a man sitting in a chair being knocked off his feet," McCabe said. McCabe first worked on this client at SMS. In 1991, his new company took over the account. The key to the advertising campaign was to continue to express the concept of "sound so good it could knock people away" in new forms. McCabe said: "Every single image has its day of being boring, but not this concept. "Wansheng Company has been using this creative concept for 15 years.