We signed into the reception at Saatchi & Saatchi and sat down with a huge screen showreeling their ads to the right and a full wall of D&AD pencils to our left. This reinforced our knowledge of the place being a major agency in the world.
We were then greeted by the creative team we had contacted and we went up in their lift to their enclosed glass fronted office. We started off by talking about our course which is exactly the same one as they did. Again, this shows that you don't have to study advertising to get into it. Due to this, they were able to give us some good advice on turning our book into an ad book rather than a design book. They also gave us a handout to look at with some unwritten rules of advertising which offers great advice.
They then went through our book. Sometimes we talk about our work as people look at our book but in this case it was silent and they looked through it carefully which I appreciated more as the ideas should be communicated without talking about them anyway. We were then given feedback on each idea. They explained that the ideas seemed like one-offs in some cases and that they could be expanded into some great campaigns. The Berghaus was an exception to this as they really liked it.
They wanted to see more 'big' ideas in our book. An example they gave us was the Kwik Fit campaign 'Look What We Can Do'. This one sentence was then used in lots of different ways. The core thought behind it is the type of thing we need to make our book more ad based. This would also include new media as well as online content to support the idea through different mediums.
They liked the Blood Drive, London F1 and innocent work but it all needs more of a point to create a call to action as nobody does advertising without a reason.
Overall from this meeting I feel that we have gained a lot more knowledge about advertising and I think that we need to make a serious decision very soon of which route to take because they don't physically do much designing themselves. So mostly it is one thing or the other although the two are now slightly merging together.
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