李奥·贝纳( 四 ) _生活百科

文章插图
When to take my name off the door1967年退休之后，李奥·贝纳以公司创始人的身份进行了一次演讲，同时这也是对整个广告界的告别演说。完整版如下：有一天我终将退位，而你们或你们的继任人可能也想把我的名字一併丢弃。你们可能要公司名称改为“Twain,Rogers,Sawyer and Finn,Inc.”或“Ajax Advertising”或其他名称，只要对你们有好处，我都无所谓。但是请容我告诉各位，我会在什幺时候主动要求你们把我的名字从门上拿掉。那一天就是当你们整天只想赚钱而不再多花心思于做广告——我们的这种广告时。当你们已忘记广告製作的真正乐趣以及你们所以能出人头地的创作环境的时候。当你们忘记其实公司的中坚份子，如文案、艺术指导等专业人员，应该和钱同等重要的时候。当你们失去那种永远都觉得不够完美的感觉的时候。当你们失去那股只想把工作做好的傻劲，根本不在乎客户或钱，或投入的心力及劳力的时候。当你们丧失有始有终，绝不虎头蛇尾的那股热诚时。当你们不再追求新鲜，使人永生难忘，而且信服力效果的文字及图片运用方式、意境及结合之妙时。当你们不再夜以继日创造点子，成就李奥贝纳公司一贯秉持的好广告时。当你们已经不再是梭罗（Thoreau）所谓的“有良知的公司”（对我来说，指的就是一群有良知的男女组成的公司）时。当你们开始把你的诚实正直打折时，而诚实正直才是我们这一行的生命，是一点都不能妥协。当你们表现粗俗、不相称或自负而令人讨厌，失去那种精緻的中庸之道时。当你们只知道追求大规模，而对好的、困难的、新奇的工作反而不感兴趣时。当你们只在意自己在公司的职位是否节节高升时。当你们不再是谦谦君子，只知道吹牛、自作聪明时。当苹果只是让人吃的或只是打量的苹果，不再是我们的风格之一时。当你们只对人不对事时。当你们不在意强烈又鲜活的创意，只埋头于例行作业时。当你们开始相信基于效率，可以将创作精神及创作动力委託代工并且加以支配，而忘记创作精神及创作动力只能培养、激发和鼓励时。当你们开始把“有创意的广告代理商”当做空口应酬话来说，而不再是货真价实的时候。最后，是当你们不再尊重那些守在打字机、画板旁、或守在摄影机后面、或用大黑笔做笔记、或整晚熬夜做企划书、孤军奋战的人时（因为幸亏有他，广告界才有今天的局面）。当你们忘了他辛勤努力而真的即使是短暂地摘下那颗耀眼难及的星星的人的时候。年轻人，到那时候，我会坚持你们把我的名字从门上拿掉。即使我得找一天晚上显灵来亲自动手擦掉我的名字。在我消失之前，我还要涂掉那个摘星符号，然后把所有信纸通通烧掉。顺便撕掉一些广告稿。把每一颗该死的苹果扔进电梯升降机里。第二天早上，你们不知身处何处。你们必须重新找个新名字。100名言1、“Whenyoureachfor thestarsyou may not quite get one, but you won'tcomeup with a handful ofmud either.”

文章插图
2、“Toswearoff making mistakes isveryeasy. All you have to do is swear off havingideas.”3、“Loss of humility can wreck our judgment. Smug complacency can put a roadblock in front of our progress.”4、“There is nosuchthing as a permanent advertising success.”5、“Personal satisfaction, I believe, must come in a day-to-dayfeeling that one has earned his or her pay.”6、“Rarely have I seen anyreallygreatadvertising created without a certain amount ofconfusion, throw-aways, bentnoses, irritation and downrightcursedness.”7、“Fun without sellgetsnowherebut sell withoutfuntendsto become obnoxious.” 8、“Thesolepurpose of business is service. The sole purpose of advertising is explaining the servicewhich business renders.”9、“One thing this company hasneverbeen is stuffy. And this is a valuable thing not to have been and is very much apartof what makes ustick.”10、“Keep it simple. Let's do theobviousthing- the common thing- but let's do it uncommonlywell.”11、“Themostfearful possibility thatliesahead is that we might contract ‘fatheadism’-fat between the ears can destroy us.”12、“We want consumers to say, ‘That's ahellof product’ instead of ‘That's a hell of an ad.’”13、“Plan thesalewhen you plan the ad.”14、“Regardlessof the moral issue, dishonesty in advertising has proved very unprofitable.”15、“If you can'tturnyourself into your customer, you probably shouldn't be in the ad writing business at all.”16、“If you can't make a good ad in Chicago, you can't make one anywhere.”17、“The competent creative mandoesnot approach his job solely in terms of making an advertisement, or a series of advertisements. He must approach it with aclearunderstandof whatotherfactors are involved in the sale of the product.”18、“In aworldwhere nobodyseems to know what's going to happen next, the only thing to do tokeepfrom going completelynutsfromfrustrationis plain old-fashionedwork.”19、“Curiosityaboutlife in all of its aspects, Ithink, isstillthe secret of great creative people.” 20、“Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.”21、“There is a paradise of improvement awaiting us if we searchhardenough for it.”22、“I have learned that it pays tofightfor concepts and causes that may appear unpopular at the moment, rather than following the course of quick and easy agreement.”23、“It is apparent that the company can't be any better orbigger than the growth of the people in it.”24、“In this agency businesswe arepeople talking to people, and that's what we should keeprunning through our fingers.”25、“Let's gear our advertising to sell our goods, but let's recognize also that advertising has a broad social responsibility.”26、“If you're not fertile and imaginative andfullof wonder and curiosity, Iurgeyou tostayaway from advertising.”27、“‘Too-bigness’ has set in when thehotpursuit of profits cuts corners on old-fashioned ethics.”28、“A really good creative person is more interested in earnestness than in glibness and takes more satisfaction out of converting people than in ‘wowing’ them.”29、“Ideasaloneenable a man to survive and flourish.”30、“When a man knowsdeepin hisboneswhat is right, and keeps acting on it, he avoids thetrapof compromise-he remains incorruptible.”31、“A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin dooron itself.” 32、“Half the pleasureof getting big, I think, is tothumbyour nose at the indignity of getting dignified.”33、“Let's continue to be known as an agency which spends more timetrying to improve its theories rather than to defend them.”34、“Collective solutions to problemsstartwith individualhumanbeings and individual efforts.”35、“Growingpains sometimes may seem unbearable, but believe me they are nothing compared with the pain of shrinking or the pain of standing still.”36、“Advertising says to people, ‘Here's what we've got. Here's what it will dofor you. Here's how to get it.’”37、“The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assemblyline.”38、“I have learned that anyfoolcanwriteabadad, but that it takes a real genius to keep his hands off a good one.”39、“Good advertising does not just circulate information. It penetrates the publicmindwith desires and belief.”40、“The only creative conferenceworthadamnis one in which everybody in the room starts from thesame baseof fact, a consuming appetite for ideas no matter how wild they mayfirstappear, and a humble respect for them.”41、“I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will everbuybetter advertising than he understands or has an appetite for.” 42、“If you have the facts on your side and honest conviction in yourheart, you rarelyloseby fighting for your idea all the way."43、“Are you blowing opportunityafteropportunity because you can't recognize acrossroadwhen you come to it?"44、“Our business is ideas. They grow and flourishbestin an atmosphere of congenial collaboration.”45、“It seems to usthereshould be less concern about the dimensions of a business. And considerably more concern about its heartbeat-thevalues, zestand spirit behind its physical and financial facade.”46、“Inlooking for creative people, I amalways most interested in those who have an almostnaivecuriosity about life.”47、“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.”48、“Before you can have a share of market, you must have a share of mind.”49、“The public does not know what it wants, and there is no sure way of finding outuntilthe idea is exposed under normal conditions of sale. If people couldtellyou in advance what they want, therewouldnever have been a wheel, a lever, much less an automobile, an airplane or a TV set.”50、“A good ad which is not run never produces sales.”51、“Too manyadsthat try not to go over thereader's head end up beneath his notice.”52、“I have learned that it isfareasier to write a speech about good advertising than it is to write a good ad.” 53、“In all of our planning I like to feel that we adventurouslyliveon the fringe of the Great Creative Unknown, but if we are properly armed with facts we are always better prepared toenterit.”54、“In my opinion, there has been only one indispensable man in the history of the world. Hisnamewas Adam.”55、“I like to look on our own shop askindof a barefoot agency which is mentally always trying to put itself into other people's shoes-a working ranch rather than aduderanch.”56、“We built our business not so much by getting accounts as building them.”57、“As I have observed it, great advertising writing, either inprintor TV, is always deceptively and disarmingly simple. It has the commontouchwithout being orsounding patronizing.”58、“I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them todeath.”59、“The secret of all effective originality in advertising is not the creation of new andtrickywords and pictures, but one of putting familiar words and pictures into new relationships.”60、“In this business when you start putting the emphasis on countingmoneyrather than getting out better ads and otherwise giving your clients better service, you soon learn that there is very little money to count.”61、“The greatest saving of all is better utilization of our time. This directly affects practically every phase of the business in terms of expense and profits.” 62、“I have alwaystakentheattitudethat no account is a ‘problem account’ but that all accounts have important problems attached to them- that you canwastemore time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it.”63、“In learning to work and live with people, the most important thing I am coming to understand is the simple truth that ‘no one makes mistakes on purpose.’ Knowingthis should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker. If he is the rightsort, nothing you can say or do to him will make him feel any worse about the mistake than he does already.”64、“Agencies that create great advertising may become big agencies, but theirgoalremains the creation of great advertising.”65、“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”66、“Creative ideas flourish best in a shop which preserves some spirit offun.Nobody is in business for fun, but that does notmeanthere cannot be fun in business.”67、“In operating a business of oursize, it is obvious that we have to be well departmentalized. This does not mean, however, that we have to be channelized.”68、“The biggest problem of all, as I see it, is a human one--how to keep from acting big.”69、“‘Reaching for theStars' may sound a little naive, but it is a thought in which I passionately believe; and maybethe world could use a little more naivete of that kind.” 70、“It is this spirit (Reaching for the Stars) which I think has made many of us worklonghours, which makes uscarrythe thought of our work with us wherever we go, which makes us lay aside good work for better work.”71、“I have always felt that advertising could be something to get excited about. To take pleasure in. To regard as worthwhile, meaningful, respectable. Something to do thoughtfully and well.”72、“Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people- and he won't do very well in advertising.”73、“I listen to everybody and take notes. Particularly salesmen. They get close to people.”74、“It's important in building our organizational machines not to exclude the dissenter, the ‘Outsider,’ the non-conformist.”75、“It seems axiomatic that you have to make a friend before you can effectively make him a proposition.”76、“If you are writing about baloney, don't try to make it Cornish hen, because that is the worst kind of baloney there is. Just make it darned good baloney.”77、“The grist for our mill is still words. Words as they put thesockandsoulinto the expression of ideas.”78、“Takea firm stand against putting expediency above principle; bluff ahead of facts.”79、“A goodbasicselling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din oftoday, unless you make yourself noticed and believed, you ain't got nothin.” 80、“These things pay off- goodtaste, a high standard of ethics, an attitude of public responsibility and low pressure.”81、“My only warning is that growth never compromises integrity, and I regard integrity as the heart and driving force of this agency.”82、“I have learned to practice what I call ‘constructive dissatisfaction.’”83、“I regard a great ad as the most beautiful thing in the world.”84、“A real idea has apowerof its own and a life of its own.”85、“Cling like wildcats to the only realities we can swear we haveholdof- our own scared and individual integrities.”86、“Steep yourself in your subject, work like hell, and love, honorandobeyyour hunches.”87、“Whatever success I have enjoyed, I attribute almost entirely to a deep personalsenseof responsibility to our clients and to the job at hand, with a passion for thoroughness, often at considerable personal sacrifice, and an unyielding intolerance of sloppy thinking, sloppy work and almost-good-enoughjobs.”88、“Good advertising is ahappywedding of words and pictures, not a contest between them.”89、“I believe that superior creative work always has been, is, and always will be thehubof the wheel in any successful agency.”90、“I look for craftsmen in words and pictures who so completely understand good creative masonry and are so skilled in it, that when they lay a brick out of place they do it on purpose.” 91、“...In itsperformance, advertising is not a soloist. It is a member of an ensemble of all those activities that can be classified under the general head of marketing, and it must do its part in harmony with them if the end result is to be good.”92、“The only sound basis of a personal service relationship is mutual confidence and respect. Unless that exists at the start, the account will eventually represent loss and disappointment.”93、“Friction makes sparks and sparks start great creative conflagrations.”94、“Promises must be kept, deadlines met, commitments honored; not just for the sake of old-fashioned morality, but because we become what we do (orfailto do), and character is simply the sum of our performances.”95、“Advertising cannot performmagicfor an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.”96、“Plan ahead but maintain flexibility.”97、“We should constantly remind ourselves that the most productive use of our own time offers the greatest opportunity for increased income for us as individuals and for better earnings for our company.”98、“This is as good a time as any to start examining ourselves for any of those tell-tale signs of success that lead to inner rot. Those signs are complacency... coasting... bureaucracy.” 99、“You can grow up in the advertising business, but you don't have to grow old in it.”100、“I am often asked how I got into this business. I didn't. The business got into me.”李奥贝纳广告李奥贝纳广告公司于1935年成立于美国芝加哥，启动资金5万美元，起步阶段只有8位员工，3家客户。2002被传播媒体集团阳狮集团收购，如今是阳狮集团旗下公司，在全球69个国家设85个办事处，拥有9000多位员工。李奥贝纳的全球客户有，麦当劳（McDonald's），可口可乐（Coca Cola），宝洁（P&G），辉瑞（Pfizer），通用（GM），奥驰亚（Altria）, 三星（Samsung）,菲亚特（Fiat），家乐氏（Kellogg's），菲利普莫里斯国际（PMI International）。李奥贝纳传奇铅笔带领李奥·贝纳初次接触广告世界的，正是他的父亲。“晚餐后，我趴在父亲的背上，从他的肩膀望过去。餐桌上摊开一大张白纸，他用一只码尺和黑色的大铅笔，书写着店里要用的海报” 。那是李奥·贝纳第一次看见那种编号为Alpha 245的黑色大铅笔，他终其一生都爱用不辍，公司到现在仍在使用这种铅笔。这支黑铅笔最能代表李奥贝纳人的特质：大胆，独特，勇于创新，就像李奥·贝纳所说，“这支黑铅笔不会沾染自负的墨水，单纯，谦逊，厚实地专注于以智慧和创意创造最有力的武器，全心投入解决客户的问题。“星星伸手摘星，虽有可能徒劳无功，亦不致满手污泥，这是李奥·贝纳的名言。它也是一种精神，不仅被李奥贝纳融入日常的创意工作，激励着我们不止步于佳作，而是追求杰作。它更是被套用在李奥贝纳人的方方面面，激励着他们永不自满。苹果八十年前，李奥·贝纳和他的伙伴们开了一家广告公司，并在公司前台放了一篮苹果，送给来访的客户和朋友。当时是经济大萧条。有位报纸专栏作家嘲讽说：“要不了多久，李奥贝纳就没法再送苹果，只能到街头去卖苹果了。”对此，李奥·贝纳回应：“经济已经在谷底了，唯一的路就是上升。”事实证明他是对的。80年过去了，数亿个苹果已经被送给客户，员工和朋友。李奥贝纳已成为广告业毋庸置疑的传奇。摘星人评估360度评估工具360度评估工具，是李奥贝纳的内部员工考核系统。李奥贝纳尊重员工的价值，从不听信一面之词。不管是你的上司，还是下属，或者经常一起工作的小伙伴，乃至偶尔合作的供应商，经常打交道的客户，都会是给你打分的人。综合方方面面三百六十度的评价，李奥贝纳相信，这才是一份最公正的考核。摘星人奖这是李奥贝纳专门奖励优秀员工的一个奖－只有在公司连续工作24个月以上，在考评中得到四星以上的评价，对公司业务，创意或者运营有贡献的摘星人才有可能角逐该奖项；而只有在员工匿名投票中获得最高票数的摘星人，才会获得最终这个金黄色沉甸甸的奖盃。获得摘星人奖，是所有李奥贝纳员工的渴望。创意文化"HumanKind"（以人为本）创意有扭转人类行为的力量。这是李奥贝纳称之为“HumanKind”（以人为本）的核心信条。它不是广告，或者是卖产品，或者是品牌主张，它说的是任何产品的目的。它是一个行销的途径，从而真正的满足人类的需求，而无关其他。全球广告评审会（Global Product Commitee，简称GPC）自1994年起，李奥贝纳每季都会举办一次全球广告评审会（Global Product Commitee，简称GPC）。这五天里，来自全球各地的LB创意精英、策划人汇聚在一起，共同评审各大办公室的创意作品。评审标準基于HumanKind创意文化而设；李奥贝纳对自己的要求是，作品达到七分及以上。10分- 改变世界；9 分- 改变人们生活的方式；8 分- 改变人们思考与感受的方式；7 分- 一个有启发性并完美执行的创意。经典GPC7+作品世界自然基金会澳洲 X 李奥贝纳悉尼：地球一小时，2007，GPC 9.2地球一小时（Earth Hour）是一个全球性节能活动，提倡每年三月最后一个星期六当地晚上20:30，家庭及商界用户关上不必要的电灯及耗电产品一小时。希望藉此活动推动电源管理，减少能源消耗，唤起人们以实际行动应对全球变暖的意识。