sparking curious mind

TBWA Berlin painted the ceilling of the Cologne Hauptbahnhof.
The 800 sqm art work, features the Adidas football players and is reminiscent of the sistine chapel.

Pretty cool.

The designer of the type used in the logo, Gotham, is Tobias Frere-Jones.
They have also joined The Deck, a leading advertising network of blogs.

Brazil's affinity for nicknames might stem from the country's historically high illiteracy rate. As such, shortened spoken names are typically used more often than longer birth names. In Brazilian society, the use of a first name or nickname is a mark of intimacy. It's also often a class signifier. Lula (the country president's nickname), for one, is known for his working-class roots.

More here

A sleek and thoughtful campaign, targeted at Switzerland, which deals with the serious issue of the dangers of unprotected sex, uses two fast paced and poignant TVCs relating their tagline “No Action without protection” to the very physical sports of Fencing, Ice Hockey and Motorcycle racing. With all participants completely naked.
The Love Life website features some more fun and quirky sections. Check out the Love Lips section and send someone sexy message through a sultry speaking condom.

Taking consumer comments literally
We all know by now that consumers are apt to say one thing and do another

Investigating just our brand, rather than the larger worlds of activity
One of the most common refrains we hear in this business is "Just tell us about our brand!"

Driving methodologies rather than findings
Often when our telephone rings, the client on the other end will simply say he or she needs a quantitative survey. Why is this a blunder? Seems innocent enough. The reason is because all too often we consider the methodology before we consider the question we want answered

Pre-determining the target audience of a survey tool that is to determine target audience
It's such an easy trap to fall into

Inflating the sample to increase objectivity
We all do it

Letting those in positions of authority ask the questions
Never let those in positions of power have any control over the nature, direction or type of questions being asked

Believing consumers' emotions are easily measurable
Many companies interested in understanding the emotional component of their brand make the mistake of assuming consumers can express or communicate their emotions with language--be it written or verbal

Leaving consumer insights for the end
The most insightful consumer research requires a great deal more patience than many marketers and brand managers are willing or have time to give

It’s a mistake to think that advertising builds the brand. Most of my clients do.
Advertising only calls attention to the brand; it might even create brand interest and brand talk.
Brands are built holistically, through the orchestration of a variety of tools,
including advertising, public relations (PR), sponsorships, events, social causes, clubs, spokespersons, and so on.

The real challenge is not in placing an ad but to get the media
talking about the brand.

As David Ogilvy put it best:

“Any damn fool can put on a deal, but it takes genius,
faith and perseverance to create a brand.”

Client: Channel Two, Belgium
Agency: Duval Guillaume

via adrants

Brand: Jeep Grand Cherokee GPS
Agency: Contrapunto Madrid
Bronze at Epica Awards

The use of the iconic arrow is beautiful and inventive.

30 second ad for Becel Margarine.

It received the highest ranking of any commercial featured in the Hard Sell section of Canada's Globe and Mail.

Written and directed by Tim Piper and co-art directed with Mike Kirkland.

Information doesn't seem to be in short supply, nowadays. Precisely the opposite.
We're drowning in it.
The only factor becoming scarce in this world of abundance is human attention.
I believe that in the years to come, our attention will have a very high value.

In order to get the attention we need to practice an attention economy.
Build attention traps. Create value by manipulating the ruling attention structures.
Judo, not brute force, gets the best results.
Draw your inspiration from your audience not your muse.
And keep in touch with that audience. The customer is always right.

The World Cup is about to start!
So here are some interesting numbers about de competition

1930: First World Cup 0: number of African teams involved then
51: African sides at the start of qualifiers for 2006
5: places reserved in finals for African teams
51: European teams at the start of qualifiers
13: places reserved for European teams . . .
23: players in each squad
0: Italian World Cup players based outside Italy . . .
1: Ivory Coast players not based in Europe . . .
6: Trinidad and Tobago World Cup players based in Scotland
16: World Cup players (all nationalities) based at Chelsea
40: percentage of US footballers who are women . . .
50: percentage of Women's World Cup competitions won by US
£20m: annual earnings of Ronaldinho
£19m: annual earnings of whole Australian team
9: games played by Australia to qualify . . .
26: games played by Trinidad and Tobago to qualify
4: Dutch managers at the World Cup . . .
4: Brazilian managers at the World Cup . . .
0: English managers at the World Cup . . . ?!?!
6: teams from the southern hemisphere
£676,000: average income of players in English Premiership
£900: average income in Togo
100,000: England fans expected to travel to Germany . . .
4,000: tickets allocated to England fans for England v Trinidad and Tobago
314m: average number of TV viewers per match in 2002

From Creativis print collection, a project of the students from the Communication schools at the University "Al. I. Cuza" form Iasi, Romania.

The collection will be showcased in a print exhibition, between 12-19th of June, in the Hall of Lost Steps, at the University.

Made by JWT, Madrid and Framestore CFC

Benjamin Franklin to brand managers:

"Tell me and I will forget,
Show me and I might remember,
Involve me and I will understand."

Copy: "Is your brand part of people's life?"
Agency: Propaganda, Bucharest
Self-promo

1. lots of small ideas, not one big idea; whether it be an ad campaign idea, an attempt to make all your marketing materials or business plans look ‘consistent’, any overarching mission or ‘brand essence’…
2. ‘they mean it’: ie people who work there individually ‘get it’ and want to achieve similar things. And you dont have lots of people who think ‘going through the right process’ is actually doing anything.
3. little is written: lots of conversation, video, imagery, design etc. as the medium of sharing thoughts.
4. it’s the company that sets the limits/or lack of them; the quality of individuals is perhaps less of an issue than many people think it is - it’s all a matter of giving people enough coffee and latitude
5. they have unusual (but authentic) ways to learn & keep in touch with people’s lives & reality in general
6. they have instincts and they trust them; ‘if 20,000 of us think who are close to our markets think it is good, then it might well be’
7. they are fast, impatient with detail, keen to get on with things and see how they go

Discovered during a chat, over a coffee, between Russell Davies and John Grant

Designed by Joshua Murphy, the iBall looks amazing, both aestetichally and functionally.
It's spherical shape makes for a good grip instead of the conventional box type for video cameras. You can also place the iBall on top of a table without the risk of tipping over. This will lessen the possibility of shakes in your video.

via feeder

Successful agencies are run much like other successful companies.
Success starts from the top and these agencies have people in top
management who feel a sense of ownership of their agency; they have
clear business goals, coherent values, and a defined culture, and they
give a strong lead.

Many of them put the quality of their people at the heart of the business,
believing in a service/value/profit chain.

via creative classics

I love this.

"Retailers change the landscape. Planners build new worlds."

Found here

Designed by Nicholas Lovegrove & Demian Repucci

The Concerto Table is designed to be an integral part of the evening's experience. In addition to its iconic status the table also fills the room with music from within the conversation.

Simply open the sound lid in the center of the table to reveal two surface mounted speakers that ensure that every course will be accompanied by the perfect choice of music without ever having to leave the conversation. Paired it with music through an ipod to create a modern dining experience to be shared with friends...

A few relevant insights are better than many.
They are like salt in food - too much is bitterness and absence is blandness.
Define the target group well, both in hard numbers as well as softer aspects such as where and how they live. What do they think? How do they behave? Consumer immersion by observing them and living with them can be very useful. The key here is to not get too close to consumers to get sucked in, nor stay so distant that you do not understand them.

Then there are two choices. One, develop a bank of insights around a product, user or usage and leave the creatives to choose from them. A single insight may not always result in a good creative. So, the creatives should have the freedom to choose an insight to make a creative leap.
Two, combine the most relevant insight with the differentiated product attribute to give a focused brand proposition - from which the creatives can easily make a creative leap.

However, all these are not formulas for sure-fire success. Sometimes, a creative idea may not emanate directly from an insight, but a good lateral connection that will resonate well with the consumer. If this creative is based on a differentiated brand proposition, it will work.
For better use of consumer knowledge, we must get away from reams of numbers, trite verbatim and superficial observations. A search for deeper consumer truths with wider interpretations and relevance to life is needed. Current mindsets and research methodologies need to change to do this well.

Conventional interruptive marketing no longer has the benefit of authenticity and therefore retains very little credibility. The messages have no real substance and the format is defective - marketing is 'interruptive', it can make customers angry and increasingly such messages get screened out. The result is the damage to the perception of marketing and to the communication between companies and their customers. There needs to be a closer link forged between strategy and operations.

The future for brands, should really be about the creation of branded content and assets, that are unique to that brand. Which create Marketspace, generating new revenue streams, providing a greater return on investment. Creating value for customers via information, entertainment, experience, speed of delivery, flexibility of distribution.

It is increasingly likely that the traditional marketing emphasis on creating effective brand communication strategies will need to be extended and dimensionalised to create effective brand experience strategies which allow the customer to meaningfully connect, experience and interact with a brand. The rapid acceleration of these will be crucial to success in the marketplace.

Alan Moore - CEO of SMLXL a next-generation creative marketing company

An the Agency of the Year is...........for the 4th year on the row

Leo Burnett & Target

Inca unul si se implineste promisiunea lui Bogdan

Se cuvine sa felicit GMP pentru prestatie!

Some years ago, it was mainly the United States that counted in the world of internet(near 70%), we now notice that they only count for about 20%. The rest of the internet use is more spread over the rest of the world.

With the boom of internet and technology, a Morgan Stanley report shows even that the number of engineers that graduate in the USA is less important than that of India let alone China. This doesn’t withstand that the salaries are completely different between Asia and the USA.
It is also in Asia that the evolution is clearly taking big proportions:

1. South Korea is having more than 70% of broadband access
2. Japan sends more emails by phone than by PC
3. China counts the "youngest" internet users: their proportion of under 30 years is the highest in the world

When you have a look at the image above, it will probably make you smile. Many have heard about Maslow’s theory.
In reality though, there are still masses of people who have never heard of Maslow but are still definitely in the initial pyramid of needs. What is also remarkable is that in the study the main actors are Asia and USA, followed, supposing, by Europe but no word about Latin America.

According the survey, the future will move internet and technologies even faster: "You ain’t seen nothing yet". The different uses with the technologies are numerous and the game is being played on different levels:

• Video
• Voice
• WiFi
• Broadband
• Storage
• Open Source

Though the spending on internet are finally rising, after quite some years of hope, the way companies use advertising on internet is still not very well developed.

I shouldn’t be saying this but, when will marketing people use internet adequately in their action plans and take all the benefit they can from this?

Nearly everybody likes to win awards.
Awards create glamour and glamour creates income.

But beware

Awards are judged in committee by consensus of what is known.
In other words, what is in fashion.

But originality can't be fashionable, because it hasn't as yet had the approval of the committee.
Do not try to follow fashion.

Paul Arden-"It's not how good you are, it's how good you want to be."

"Word of Mouth means a whole lot more to me than advertising. If the product is really good, people will talk about it. It'll get around. I trust my friends before I'll trust an ad agency. Ads can be cool, but they don't necessarily tell me what I really need to know."

via

virility to create virality

Great stories succeed because they are able to capture the imagination of large or important audiences, say Seth Godin in an article published in Ode Magazine

A great story is true
Great stories make a promise
Great stories are trusted
Great stories are subtle
Great stories happen fast
Great stories don’t appeal to logic, but they often appeal to our senses
Great stories are rarely aimed at everyone
Great stories don’t contradict themselves
Most of all, great stories agree with our world view

A story can teach you and change you. Of course. But only if it STARTS with something that people already buy into.

According to a in-depth study made by
IBM Institute for Business Value,


1. "Customers have different value drivers for different shopping occasions or missions"
2. "Shopping missions can evolve"
3. "Mood plays a major role in the shopping experience"
4. "Customers want convenience"


Traditional, largely demographic classifications of retail customers are inadequate in a marketplace that has become increasingly complex, competitive and polarized.

Today’s well-informed consumers have far greater expectations of the shopping experience than previous generations – and if retailers are to fulfill those expectations, they need a much better understanding of their target customers than ever before.

A inceput a sasea editie a festivalului de publicitate Ad'Or.
Anul acesta s-au inscris in festival 21 de agentii de publicitate : ADDV Euro RSCG, Brands&Bears, Capricorn Advertising, Foote Cone & Belding, gavScholz&Friends, GMP, Graffiti BBDO, Icon Advertising, Imager, Leo Burnett & Target, Lowe & Partners, Media Biz, Mercury Promotions, OgilvyOne, Publicis, Publicis Dialog, Saatchi & Saatchi, Scala JWT, Team Advertising/ Young&Rubicam, Utopium Advertising, Webstiler. Lipseste McCann Erickson.

May the freshest idea win! As usual

The Australian reports that Unilever set up communications planning and digital advertising operations last year, as part of efforts to respond to the declining impact of television advertising.

"The ad industry is struggling at the moment in pulling all the components of brand communication together". "There is a struggle to have traditional media and digital and content and public relations all brought under one roof under the agency side."
says Alan Rutherford, Unilever's global media director

He is not alone. Jim Stengel, global marketing officer of Procter & Gamble, agrees with Rutherford that "the job of media planner - the person who decides where to place advertisements - should be combined with that of creative planner, who helps decide what kind of ads to run."

Uh oh! What is going on here? Is this a warning or what?

Glue London has produced a viral for Mini UK aveaword.com, that lets users put together a personalized video message for their friends.

Very nice work

MPreis, a chain of supermarkets in western Austria, bills itself as "The Seriously Sexy Supermarket".
The company's stores literally stand out because of their unusual and progressive architecture.

MPreis has been commissioning up and coming architects for the last fifteen years, encouraging them to design buildings that make the most of their settings in the Tyrolean Alps. Which is in stark contrast to most chain retailers, who find a formula and repeat it, regardless of location.

A keen eye for aesthetics continues inside the stores, which feature sleek café's and carefully chosen materials. And the experience goes beyond design – MPreis also understands the value of storytelling, emphasizing that the company is family-owned, and was founded by an entrepreneurial woman (Frau Therese Mölk) in the 1920s.

Surprisingly, price levels at MPreis aren't higher than at competing supermarkets in the region. Although award-winning design comes at a slightly higher cost than generic structures, the buildings look more expensive than they are.

The key of the matter is that everything can be upgraded, and creating a richer customer experience doesn't necessarily require raising prices. Plenty of opportunities for big-box retailers across the world to become patrons of good architecture and bold design!

via Springwise

Which File Extension are You?

The World Cup is almost here.
Linotype has a very good feature on football jerseys fonts

Theatergoers Sit Through 'Live Ads' Before Plays

When theatergoers at Piccadilly's Comedy Theater settled into their chairs last week to catch the comedy, "Steptoe and Son," they first witnessed a unique pre-performance "live advertisement."

The commercial, which took the form of a mini-play, got just one run, but it will live on as the cast hits Dublin, Madrid and New York theaters in the spring.

via Kottke

Ah, insights, everybody these days talks about insights.
A consumer insight is like God - present everywhere but not seen, felt or easily understood. Verbatim judgments, linearly-observed consumer behaviour, or simply aphorisms for life are often passed off as insights. However, to get insights, you need deeper thinking.

An insight is what connects the advertising idea to brand attributes via consumer life.
And insights into consumer life cannot be obtained via noisy Focus Groups relying too much upon consumers to talk about their own world. Consumers tend to talk about the obvious.
So, we get past and current playback, not what can possibly be. New insights cannot be unearthed through this method alone. Marketers have to delve deeper, and not rely upon consumers to define everything for them, which is really just lazy marketing.

The deep insights come from one-on-one, in-depth interviews, observation at home or consumption points, sociological studies, or by just observing life keenly. Focus Group discussions, at best, can be one of the methods. Meeting more consumers is not the solution. More reliance on indirect methods and deeper interpretations is required.

Adevarat!

via Gapingvoid

Sony Bravia spoof, filmat in Swansea, Tara Galilor, pentru Tango.
Se pare ca locuitorii sunt foarte nemultumiti de faptul ca strazile le-au fost umplute de fructe!

P.S. Site-ul este facut de cei care au facut si spotul, so is part of the plan!

When Professor Lisa Jardine and Annie Watkins of Queen Mary College, asked hundreds of British female academics, teachers, writers, publishers and literature students what book had changed their lives, many respondents wondered whether there would be a male version of the survey as well. Jardine and Watkins complied: The results were fascinating in their own right, and more intriguing when juxtaposed with the findings for women. Not only did men and women find different books to be meaningful, but they approached reading in divergent ways.

Men's Fiction

Top Five

1. "The Outsider," Albert Camus

2. "Catcher in the Rye," J.D. Salinger

3. "Slaughterhouse Five," Kurt Vonnegut

4. (tie)"One Hundred Years of Solitude,"Gabriel Garcia Marquez

"The Hobbit," J.R.R. Tolkien

5. "Catch-22," Joseph Heller

Women's Fiction

Top Five

1. "Jane Eyre," Charlotte Bronte

2. "Wuthering Heights," Emily Bronte

3. "The Handmaid's Tale," Margaret Atwood

4. "Middlemarch," George Eliot

5. (tie)"Pride and Prejudice," Jane Austen

"Beloved," Toni Morrison

Other findings:

• No male authors made the women's top five, and no female authors made the men's top five.

• Only four books made both top 20 lists.

• Six male authors broke the women's top 20, but only one book by a female author made the men's top 20: "To Kill a Mockingbird" by Harper Lee.

• Older men were more likely to cite female authors as influential.

• Men were most likely to have read their formative books as adolescents.

• Women were more likely to read books to cope with difficult times.

• Men were more likely to cite particular authors as "mentors," particularly, among these British residents, George Orwell.

• Women liked shared, hand-me-down books; men liked new books and hardbacks.

• Women had a more diverse list of favorites — 400 women named 200 books.

• Men answered the question of what book marked a watershed moment more reluctantly than women.

MooBella is where taste meets technology. Their vending machines allow you to mix your own flavors of ice cream in less than a minute. The machine itself has a touch screen display that shows an assortment of flavors and mix ins available at that time.

When a flavor runs out its taken down off the menu and the onboard computer sends a message to MooBella’s headquarters telling them that machine needs to be re-stocked with that particular flavor. The machine also sends sales data back to the headquarters wirelessly. The vending machine is perfect for parents and those sunny summers or just Florida. As the old saying goes, I scream you scream MooBella screams for ice cream.

As their slogan says, it's "Quick, Fresh, Now. Wow!"

A solid brief = great creative = smooth production = meeting deadlines = shifting product or perceptions = meeting business objectives = everyone looks good = we all win.


A shit brief = fucked creative = re-brief = missed timings = rushed production = low production values = bastardised completed piece = failed to meet business objectives = we all look shit (until the Agency exposes you to senior management) = we all lose.

So let's all get our shit together and deliver.

Entuziasmul nu este de ajuns pentru a reusi in publicitate.
Sustin un seminar pe Strategii de comunicare si PR, la Comunicare Sociala si Relatii Publice, anul III, Fac. Filosofie, UAIC.
95 % dintre studenti isi doresc sa lucreze in publicitate. Din nefericire, pentru ei, nu cunosc mai mult de 2 agentii de publicitate din Romania. Nu stiu ca exista in Iasi agentii de publicitate. Nu cunosc nici macar o agentie de PR.

Ca sa nu mai vorbesc de faptul ca nu au idee despre cum functioneaza o agentie de publicitate, cum este organizata. Toti vor sa faca spoturi!!!!! Si se plang ca nimeni nu le da vreo sansa sa arate cat de creativi sunt ei!

Cand le recomand sa citeasca, sa se informeze, ma privesc oarecum mirati. Nu par entuziasmati de perspectiva lecturii.
In general dupa ce le povestesc despre ce si cum este publicitatea in realitate, se mai lumineaza. Reusesc ca in urma exercitiilor practice pe care le lucram impreuna sa le starnesc si mai mult interesul. Isi dau seama de lacune si pentru a veni mai bine pregatiti, se apuca de citit.

Dar e jale......Facultatile sunt fabrici de facut bani si nu prea le pasa de ce cunostinte livreaza studentilor. Si nici daca specializarile propuse raspund cerintelor pietei.

"Marketerii care se bazeaza in segmentare doar pe criterii sociodemografice risca sa ajunga la concluzii inselatoare; segmentarea dupa stilul de viata este mult mai relevanta pentru comportamentul de cumparare al oamenilor."

"The lesson for agencies is that our old product (advertising) tells consumers what to expect from the brand—but the real equities are created by experiencing the brand in action.
The good news is that while brands are universal, experience is personal. In a world where the consumer’s perception of brands is that they are increasingly similar, customer experience is an ever more valuable source of differentiation."

Cathy Clift, Chief Planning Officer of Rapp Collins Worldwide

Pe larg, despre importanta account planner-ilor, despre comunicare personalizata si cum afecteaza schimbarea, produsa de noile tehnologii, atitudinile si motivatiile consumatorului
la Adotas

1. "I am not creative."

2. "That's a stupid [or daft, or silly, or ridiculous] idea."

3. "Creative people always have great ideas."

4. "Constructive criticism will help my colleague improve her idea."

5. "We need some new marketing ideas for the upcoming product launch.
Let's get the marketing people together and brainstorm ideas."

6. "In order for our innovation strategy to be a success, we need a system of review processes for screening ideas and determining which ideas to implement."

7. "That's a good idea. Let's run with it."

8. "Drugs will help me be more creative."

9. "If it ain't broke, don't fix it."

10. "I don't need a notebook. I always remember my ideas."

Toate astea nu fac decat sa inhibe procesul creativ. Gasiti o cale de scapare daca in timpul procesului de creatie apare unul din aceste mituri.

Jeffrey Baumgartner ne ofera mai multe solutii in ultimul newsletter Report 103 de la jpb.com

via Creative Calssics

"The landscape is changing.
Agencies and advertisers who fail to recognize that are going to get lost in the shuffle."

Phil Dusenberry, CD of BBDO

More about the subject, with Phil and David Lubars, in an interview on Fast Company website.

"Pants"
Agency: BBH
Client: Axe Boxer Shorts

"A sultry pouting brunette struts down a darkened corridor and begins to size up the muscular man before her. She tantalisingly allows her hands to explore his torso, her hands reaching further and further down, until with a raise of her eyebrows, she makes a discovery..."

view ad here: Glassworks

Grand Prize Firefox Flicks
"Daredevil" by Pete Macomber

"Daredevil," will be short-listed for the NY Festival of Advertising's 2006 International Advertising Awards in May, and the finalists' Firefox videos will be incorporated into Mozilla's 2006 marketing activities.

Another great example of getting your core users involved in the construction of the brand.

"We believe in smart people. And we believe that planners are among the most brilliant people in advertising. Do we think great advertising can be created in the absence of a planning department? Absolutely. But we'd be fools not to work alongside people who can find a method in our madness. And bigger fools not to work alongside people who can inspire us."

Jamie Barrett, Creative Director, Goodby, Silverstein & Partners

via The Hidden Persuader

Must have
The dark side of fashion from Harvey Nichols
thnx Ioana

Excelenta reclama la American Express regizata de Wes Anderson

via goldenfiddle

Bere Spital! Bere germana! Mai exact bavareza.

Deodata, "Ori la bal, ori la spital" isi schimba perspectiva :)

When life gives you lemons, make lemonade
When life gives you limes, make caipirinha

Reteta o gasiti aici: Food Network

Agentie: DDB Sydney, Australia
Client: Air Guitar Competition
Expus in pub-urile care gazduiau competitia de "air guitar"

De la Elvis catre marketeri

"A little less conversation, a little more action please.
All this aggravation ain't satisfactioning me.
A little more bite and a little less bark.
A little less fight and a little more spark.
Close your mouth and open up your heart and baby satisfy me.
Satisfy me baby."

Destul de clar, nu?

Copy: And what do you think with? Use condoms.
Printuri pentru Munchen AIDS help

Agentie: Start, Munchen

Get out of advertising
Seek your influences from beyond it's walls

Paul Arden - "It’s not how good you are, it’s how good you want to be"

1. You can only work for people that you like.
2. If you have a choice never have a job.
3. Some people are toxic, avoid them.
4. Professionalism is not enough or the good is the enemy of the great.
5. Less is not necessarily more.
6. Style is not to be trusted.
7. How you live changes your brain.
8. Doubt is better than certainty.
9. Solving the problem is more important than being right.
10. Tell the truth.

mai in detaliu la Milton Glaser

Energy/BBDO a realizat un excelent raport despre tenditele si preferintele
tineretului vizavi de brand-uri la nivel global.

Scris de Chip Walker, Planning Director, raportul poate fi descarcat de la

Experiencethemessage

The NewYork Times are un nou site. Nu este o schimbare dramatica, dar are o sectiune speciala de video si , ce imi place cel mai mult, o sectiune "most popular" care include cele mai trimise, cele mai blog'ate si cele mai cautate articole.

"Some of the changes and new features you’ll see are a refreshed look, streamlined navigation, expanded use of video and other multimedia and better ways to see what other readers are looking at, searching for and talking about."

In plus, NYT experimenteaza cu link'uri catre blog post'uri, direct din articole.

Cred ca asta va fi viitorul media traditionale

Excelent insight despre frustrarile advertiser'ilor vizavi de ce primesc de la agentii.
Selectii din discursul tinut de John Stratton CMO (Chief Marketing Officer) Verizon la o conferinta organizata de Ad Age in februarie.

"Your clients are absolutely in trouble and they are looking for you to save them."

"What you've been selling for the last 50 years no longer works."

"Major marketing money is going to be in motion in the next decade and no one really yet understands exactly where it will land, if it even will land, or if it will just disappear altogether."

"Before they figure out where to put their money, your marketer clients will hire and fire agency after agency, seeking someone, anyone, who can tell them where they might go next."

"CMO average tenure, already famously brief, will get even shorter as CEOs begin to recognize how much money they are blowing on antiquated media plans."

"Your marketer clients are really seeking one thing and one thing only: an audience for the message they are trying to convey to the market place."

"But your clients actually need more than just an audience. One of the consequences of the evolution of our media-delivery systems over the last 10 years is that the audience you do ultimately find is much less receptive to the message you're trying to send. They are absolutely armed and ready to get to the content they want while avoiding the message you are trying to implant within it."

"They need much more than an audience. They need an audience that cares about what they have to say. They need their message to be relevant to the audience they are saying it to."

Seamana cu peisajul romanesc?

Bergenbier post- Effie
De la Leo Burnett

"Stains Happen"

Brand: Ariel

Agentie: Saatchi & Saatchi India

Happy endings cu Puma! Prietenii stiu de ce.

“Brands have become part of the fabric of our society.
Brands create context about who we are and how
we live. And brands aren’t just articulated by their
advertising any more; they’re articulated by everything
they do. Every aspect of a brand that touches people
defines that brand.”

Lee Clow, Chairman and Chief Creative Officer of
TBWA Worldwide.

"He owns eleven pairs of sneakers, hasn’t worn anything but jeans in a year, and won’t shut up about the latest Death Cab for Cutie CD. But he is no kid. He is among the ascendant breed of grown-up who has redefined adulthood as we once knew it and killed off the generation gap."

Pe larg, in NewYork Metro