David has never wanted to be a 'car guy' or a 'beer guy' or an anything-else-guy for the matter of that. He has rebuilt a classic Canadian heritage brand that lost its way, used data analytics to help a billion dollar company decide which innovations to pursue, convinced a corporate affairs group to change their department name, led a Fortune 500 company go back to their core equity in creative strategy, told a law firm why they shouldn't hire an ad agency to win a pitch… He likes variety.
The Williams in MonkWilliams stresses over questions as much as answers. "X% lift in awareness / sales" is not a great, insightful brief. Good creative comes from inspiring challenges you can relate to as an individual.
"Good strategy feels big and light. Great ideas are beautifully simple and don't take five hundred words to explain."
Brad Monk began his first copywriting job at Saatchi and Saatchi. While that was over 20 years ago, his first few years in the business were a storybook whirlwind. He was the youngest person to ever win a Gold Marketing Award for writing. Since then, he's won most major advertising awards including One Show, London International Awards and the Young Creative Award at Cannes. He's spent his career committed to growing brands and believes that the investment in one good idea that has roots will always win over the brands that chase the latest trend and continually lose their vision. Notably, he was the creative director for Coors Light that went from #5 to #1 beer in Canada, winning the Cassie for outstanding achievement in an ongoing campaign.
"Good creative is an idea that has roots. Something the brand can grow with for years to come. Fresh, current thinking is always more powerful grounded in a brand's roots."
Brands can learn a lot from story-tellers. The stories we come back to again and again are built on great characters. Plot is crucial... but without great characters a plot can feel empty.
The first thing we do for a brand is create its enduring Character. Who are we? What is our tone? What's our point of view on the world? Then we create the Plot – activities and behaviours people will enjoy. Plot is the ride our Character wants to take you on.