Conceptual Thinking for Advertising Campaigns
How to Keep Going
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: How to Keep Going
Overview
“In this next lesson, we’ll learn how to overcome setbacks such as bad creative reviews or when the client doesn’t agree with your creative presentation. I'll also explain how to save ideas you love for later use and what you need to do in order to rally and keep going in the face of adversity.”
In this video lesson Keenon Daniels addresses the topic: How to Keep Going, which is part of the Domestika online course: Conceptual Thinking for Advertising Campaigns. Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy.
Partial transcription of the video
“How to Keep Going In this lesson, I'll go through how to keep working after your ideas don't make it through to the development phase. Often when you present ideas to a client, the ideas get shut down for whatever reason, but that doesn't mean that those ideas were bad necessarily. What can you do to salvage those ideas? I'll teach you about something known as the 13th drawer. Why is it called the 13th drawer? I have no idea. One of my very first creative directors called this the 13th drawer. The 13th drawer is an imaginary drawer in your desk to put ideas to repurpose for later. It's esse...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Conceptual Thinking for Advertising Campaigns
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Category
Marketing & Business -
Areas
Advertising, Communication, Content Writing, Copywriting, Creativity, Marketing
Keenon Daniels
A course by Keenon Daniels
Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.
Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.
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