Advertising: Ad'Or 2006

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!

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Planning: Maslow in 2005


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?

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Slow food: Do not try to win awards

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."

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Slow Food

"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

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Advertising: VW Passat

virility to create virality

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Advertising: Levi's

Aspirational or derogatory?

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How to tell a great story

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.

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Planning: Driving successful shopping occasions


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.

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Advertising: Panem et circenses

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

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Unilever turns to internal marketing

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?

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Mini UK viral

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

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Advertising: Prigat

Desavarsit!

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Et cetera: The value of storytelling

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

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Et cetera - Which File Extension Are You?

You are .inf You are informative.  When you are gone you make life very difficult for others.
Which File Extension are You?

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Fonts on football jerseys


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

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Advertising: "Live Ads" Before Plays

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

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Planning: Insights

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.

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Planning: A tale of two genders

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.

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