By John - The SCA Intake of 2017/18

What is the best piece of advice you have received so far during a book crit?

______________________________________________Meg: Don’t jump straight to execution, use your insight as a springboard to a more exciting idea rather than just putting it on straight on the page… And don’t worry, no one is naturally good at this. Helena: your first books will probably suckRachel: Great thinking but you need to go back to crafting that north star for executions. Make it whole.Phil: What is the problem? With every brand, start with why you are doing this work.Philly: a great ad speaks for itself you don't need the insight and proposition introducing it. Dan: Be more brave.Darius: Don’t turn up with a student book. Students go to school. Nick: Pay for the beer.Henry: Say something. Don’t just make vanilla noise. Whether they love it or hate it, give them a reason to. James: Be confident in your work and ideas. Becky: Show an idea I can write off straight away. Zoe: just show us brilliant ideas you can’t polish a turd. Holly: If you have and hour to come up with an idea, spend 55 minutes on the problem and 5 minutes on the solution.Twyla: Every opinion is subjective. Listen to the one that resonates with you.Steve: Don’t feel wedded to a brand. It’s okay to change the brand if the brand already has great work you will be compared to.Joe: Book them earlier. They’re busy people. Melina: Don’t make campaigns your brand could run tomorrow.Sara: Have more fun with it, don’t stress yourself out. Poppy: Just worry about getting something on the page that makes sense. Worry about making it whacky later. Adeline: Make work that would make a better world for you.