How to push your ideas further and land a New Blood Pencil

McCann Germany’s Executive Creative Director explains how to edit your ideas to make them stand out

“Can I win without sweating out the main idea? That’s usually not possible in my experience,” says Pedro Americo, Executive Creative Director at McCann Germany during his session for D&AD’s How to Land a New Blood Pencil live webinar series. “You have to explore the dimensions of ideas, if you don’t you’ll never get anywhere. Is it the right thinking? Is it formulated right? Is it relevant? Is it in the right channel? What can I do with the concept? Has it already been done before? Sometimes these first ideas come to us really quickly and if it came that quickly, maybe you’ve seen it somewhere.”

If you missed it, watch the full talk here to learn what questions to ask yourself to dissect your ideas and make them award-worthy.

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