Saatchi Goes 7X7 @ Advertising Week 2011

Life is like a box of chocolates, you never know what you’re going to get.  I hadn’t heard that in a while, but the phrase came to mind when I read Saatchi & Saatchi’s Advertising Week session description.  It was one of those highly eclectic group of speakers coming together under strict format rules.  In this case it was 7 experts; 7 backgrounds; presenting for 7 minutes.   Our host Con Williamson, CCO from Saatchi described it as an attempt to find inspiration from sources outside of advertising; an attempt to seek out those coming from a different perspective and doing amazing things.  The session didn’t disappoint. How could it with so many varied and sweet flavors in this box?

Highlights…

Jason Feifer

Jason is an editor at Fast Company which is a great thing as they always have  great content!  Jason started his seven minute clock by taking us through a journey of taste & smell citing his own personal adventure with severe hyposmia which is a reduced ability to smell.  Through this 7 minute exploration (ok, it was actually closer to 12) Jason sniffed out insights that can come only when one realizes that the senses may not be quite a reliable as one thinks.  Studying the senses, a basic and brilliant idea to get a deeper understanding of how they work and how this understanding can be used change someone’s experience- and isn’t that what we’re often trying to do in advertising?

Todd Green-

Ok, people- it’s time to rise up once and for all and settle the difference between a bald head, a balding head and a shaved head.  Todd, inventor of the “HeadBlade” (who knew), is taking it to the advertising community to figure out this age old quandary- and what audience would be better given their amazing ability to impart explicit meaning to specific words.  If you want to learn more just download the “shave my head app.”

Jess Greenwood-

Jess Greenwood is not only barefoot, but she is also now obsessed with baseball, and this is a good thing as it gives her a platform to hit it out of the park with seven minutes worth of baseball themed analogies and metaphors related to advertising and creativity.  Her summary slide went by so fast I barely got it down; but was filled with great advice for advertisers:  switching things up and steal bases.  Jessica always has “can’t miss” material and will have to satisfy content cravings until her next session by browsing Contagious Magazine where she is Director.

Bob Gruen-

What more do you need to say, he’s photographed every rock act from Muddy Waters to Green Day and we were treated to a visual journey of rock n roll.  Summing up this career in seven minutes, well, it’s hard to concentrate it, but the message is clear, stay positive about ones life and focus on the freedom of expressing oneself.  If you missed this session, never fear his new book showcases the best of the best.

Matt Van Hoven-
Free speech, human rights and the web.  These are all topics that are weighing on Matt’s mind as he contemplates the relationship between the deaths of protesters in foreign countries and what’s happening in the San Francisco BART transit system. There’s much to discuss here in seven minutes, so much so that it deserves its own conference.  Never to fear, Matt is involved in putting one on, so be sure to check it out, The Silicon Valley Human Rights Conference.

Reggie Watts-

The program finished strong with the hilarious Reggie Watts- comedian, musician and “dis-informationist”.  His hilarious imaginary clicker non sequitur lecture/rant followed by a beat-box dub-style rap shouldn’t be missed if you ever have the chance to catch him.  Will defiantly be seeing if he can come to some of our parties soon!  Check him out.

Ok; so there were actually six presenters, with Con serving as host, he was the 7^th.  Thank you Con Williamson and Saatchi & Saatchi NY for programming a delightful session.  Everyone will be sure to come back for more.  There were plenty of the beloved sweet chewy caramels and none of those that you take a bite and put it back in the box.

Jay Crutcher - Marketing Manager, Microsoft Advertising