BorghiErh: "Iveco"

"For any kind of weight."

Grey Portugal: "Sensodyne"

"Leave the pain for those who like it."

Employee Bloggers

1. Why Blog?
2. Employee Blogs and Their Influence on Consumers
3. Characterizing the Nature of Employee Blogs
4. Use pf Employee Bloggers to Regain Lost Credibility
5. Employee Blogs as Internal Knowledge Management Tools

...

[Source: Edelman | Intelliseek]

Kevin "Love" Roberts

Kevin Roberts, CEO of Saatchi and Saatchi and the author of Love marks was recently in Lisbon, Portugal to promote his book. The local media published a couple of Kevin's interviews.

Here's a quoting bit of an interview given by Kevin to CNN and published on this blog last year.


SCHUCH (voice-over): From choosing soap powder to automobiles, Roberts believes that emotions are the key to every decision we make. Take the laundry, for instance. What makes Tide better than Cheer?
ROBERTS: Mystery, sensuality are vital, you know, and...

SCHUCH: We're talking about laundry detergent.
ROBERTS: But a laundry's an incredibly sensual experience. Think about it. When you see the water going onto the product, splashes up like a great big waterfall, you get this incredible vibrant fragrance. Clean clothes smell great. And you feel deep inside your heart, you're a better woman, better mother, better guy. This is a very emotional experience, the laundry.

SCHUCH: That's what you see in doing laundry.
ROBERTS: Absolutely right. And that's what women tell us. That's what -- I mean, you've got to penetrate, you know, people. They have three parts of their brain, right? They have the cortex, the neocortex, right, and then they have the limbic. Deep back there is the reptilian. And when you get into that reptilian brain, women like going down to the laundry. It's their private quiet time.

SCHUCH (voice-over): It's this kind of deeply personal detective work that Roberts thinks makes great advertising.
ROBERTS: Research is one of the biggest problems facing our business today. The research vampires are out there, and what they're doing is, they're measuring the wrong stuff. So they're measuring awareness, cut through communication, strategic benefits. All this nonsense instead of getting deep into the reptilian instincts of a consumer and saying, What is it you really feel? The only really question research should ask is, Do you love my brand more after seeing this commercial than you did before? Period. Do you love it more?

Channel 4, UK

Food for thought

"Appropriating existing marketing concepts is cheaper - and certainly quicker to implement - than developing new ones. The secret is bringing a great idea from another market or industry to your market or industry."
- Randall Rothenberg, "The Power of Dumb Ideas"

iPod VS Cellphones

Some of the reasons why the integration of the MP3 player capability in cellphones will be a future threat to current MP3 player handsets (such as the iPod, Creative, etc).

1. "Portable music players do not sell 750 million units every year. Mobile phones do."

2. "Portable music players are not replaced every two years on average. Mobile phones are."

3. "People will acquire MP3 player ability almost by accident, simply as they replace their phones."

4. "Even fanatical i-Pod users don't carry the player everywhere everyday, but they do carry their mobile phones."

5. "Mobile phones are subsidised in most markets. That means that in most markets where buyers have to pay full price for the i-Pod, they can have the somewhat inferior music player "for free" with their next phone upgrade."


[Source: Communities Dominate Brands | Via: PSFK]

Neil explains

Creative legend Neil French resigned from WPP Group this week, following comments he made at a public address in Toronto that women with families aren't as equipped as men to succeed in the advertising business.

What do you make of how the Toronto remarks have been interpreted?
It's death by blog, isn't it? You had to be there. I laugh a lot on stage and I say outrageous things, but people come to be entertained. They paid [$125] to sit there. If they wanted Martin Luther King, they went to the wrong gig. I'm well-known for being as outrageous as I can to make the point that I want to make. Advertising is hyperbole and I exercise hyperbole as much as I can, but I laugh when I'm doing it. You can't storyboard a smile, as somebody said.

[Source: Advertising Age | Ad-Rag]

"Made for iPod" Tax

According to a news article published in the Brazilian website IDG Now, the companies that make iPod accessories will have to pay 10% of all their revenues to Apple.

I wonder: isn't one of the iPod's most successful sales drivers precisely the wide range of accessories that complement and facilitate the so-called "iPod experience"?

Hasn't Steve Jobs heard of the term "coopetition"?

[Via: Viu Isso?]

WPP "redesigns" RedCell

"Advertising giant WPP Group is in the process of unwinding Red Cell, the hodgepodge of agencies it hoped to turn into a worldwide network.

WPP, which formed Red Cell in 2001, was attempting to recreate the global reach of industry legends such as Ogilvy & Mather, JWT and Young & Rubicam.

Red Cell, however, never lived up to its predecessors. Instead, it became the catchall for WPP, which parked some 65 agencies there that didn't fit elsewhere in the company. Without a shared culture or vision, the only thing the firms had in common was a name."

[Source: NY Post]

Hyundai: "Pretty. But tough"

- Jupiter Drawing Room

W+K, London: "Yakult"

IKEA: "Life outside work"

[Click on image to go to the website]

"Live your life. Love your home."

Real beauty = Real sales?

"If we're all fine the way we are, we don't need to buy anything. That's not what marketing is about."
- Mary Lou Quinlan, CEO of Just Ask a Woman

[Source: CMO Magazine | BusinessWeek]

One Logo, One Country

One name , one idea, one logo, one flag ... these are the ingredients more than enough for Pentagram and a BBC show to create a brand new country. Because in the end, countries are just "corporate identities", aren't they?

Welcome to Lovely.

Zero Gallery

"Ten Years of Passion"

The politicaly incorrect Playsation ad that made Sony apologize with a public statement.

[Source: CNN | Cnet News | Ad-rag]

Dropping in the shelves

... instead of taking.



Shop.Drop: "To covertly place merchandise on display in a store. Primarily used in guerrilla ad campaigns, tactical media projects and art installations."

[Shopdropping | CNN]

Talent BR: "Sony W900i"

["Product of desire". Click on image to see it bigger]

Food for thought

"Reinventing the market means redefining the category."
- John Grant, "After Image"

"Dialogue marketing works because it is based on a simple principle of human nature: people tend to interact with those they already know and trust."
- Allan Steinmetz, "The Art of Conversation"

Brands = Engagement?

The consumer of today ...
More than being opinionated and demanding, wants to be part of the "conversation".

"All markets", as we all know "are conversations". Exactly! The problem is that still today, brands only provide "one-way conversations" with their consumers. Today's marketers still think that by using advertising, you only need to craft beautiful positioning statements; shout USP's full of promisses and benefits or charm the target with aspirational images - in order to involve and engage the consumer with their brand and product.

Therefore and in the end, what we see is that brands are still "talking to", not "talking with" the consumers. Interaction, participation, shared voice, brand communities, learning, being part of ... that's what today's consumers expect from a brand in order to pay it back with loyalty and respect.

This is pure common-sense, it's self-evident. Unfortunately reality (in the majority of the cases) is not following the theory.


[Other debate sources: Cup of Java]

TBWA\Paris

Leo Burnett, London

His last words ...

"No More Games. No More Bombs. No More Walking. No More Fun. No More Swimming. 67. That is 17 years past 50. 17 more than I needed or wanted. Boring. I am always bitchy. No Fun for anybody. 67. You are getting Greedy. Act your old age. Relax this won't hurt." - Hunter S. Thompson, Jul 1937 - Fev 2005

How to talk to Women

"Seven Tips for Successful Marketing to Women"

Better real than ideal: "Female gender culture is all about finding something in common with others to build bonds, not aspiring to an ideal to set oneself apart."

Beware of talking about women's unique needs: "The problem with this approach is that women don't want to feel different. They want to feel taken seriously. The risk with the women's unique needs approach is that, unless it is subtle and respectful, women feel stalked, not wooed."

User focus trumps product focus: "For example, with cars, computers and consumer electronics (all categories where women make the majority of the purchases, incidentally), while a man may be mesmerized by the specs of high-tech widgets and gadgets, a woman is captivated by the person using the product."

Others matter: "Not only that, but helping someone else, which isn't mission-critical for most men, is second nature for women."

Make the world a better place: "She thinks you should be helping others as well. Numerous studies show women are more motivated than men by the goal of giving back"

Immersion instead of Topline: "Whereas men 'see' more clearly when key information is extracted and ?extraneous details? discarded, women better absorb information when it's presented in context."

Show some emotion: "Emotion-based advertising has a powerful pull for women -- people are always involved."

[Via: Ad Age]

DDB London

About the Motorola iTunes

"Why the iPhone won't rock your world"

"The reason people were so intrigued about the idea of an iPhone is that it had the potential to make three hitherto-parallel universes converge. First, there was Apple's iTunes - the first, and still the dominant, legal online music business (which has sold half a billion songs since it opened). Then there was the mobile phone - the one modern device that has become ubiquitous in our lives. And finally, there was the iPod, the iconic gizmo that has become the Walkman de nos jours.

Put these three together in a single device and - so the theory went - you had a truly revolutionary technology."


[Source: The Observer Business]

"The future of entertainment"

"The future of entertainment promises bigger shows and infinite choices to you, the master of this digital universe."

"Entertainment is no longer linear," says Bennett. "You have to think in terms of a broader life cycle of a show - how it will play on TV or computer, in a game, on a phone - and you have to embrace a new kind of creative partnership with your audience."


[Source: Newsweek]

"Advertising Works" Compendium

"The most effective campaigns from the first 25 years of the IPA Effectiveness Awards"

Table of contents:
1. Foreword (John Bartle)
2. Introduction (Laurence Green)
3. Grand prix winners 1980-2004
4. The Client View (Niall FitzGerald, Chairman, Reuters)
5. 25 Years of Advertising Works (Laurence Green, Fallon)
6. The Value of Advertising Agencies (Tim Broadbent, BrandCon)
7. A True Story (Paul Feldwick, DDB)
8. Back to our Roots (Will Collin, Naked)
9. How to launch into an established market (Malcolm White, Executive Planning Director, Euro RSCG)
10. How to profitably revitalise your brand (Richard Warren, Director of Strategy, DLKW)
11. How to defy commoditisation in your category (Richard Storey,
12. How to profitably add value to your product (Neil Dawson, Executive Planning Director, TBWA)
13. How to use branding to orientate your organization (David Golding, Planning Director, RKCR)
14. How to profitably influence the size of your market (Guy Murphy, Deputy Chairman, BBH)

Sixty Magazine

I got today at the agency the v.8 of Sixty Magazine.
An excellent initiative on "music, trends, culture, life" from the students/creatives at the VCU Adcenter.
Congratulations, good work! Recommended reading.

"Swiss knife" Cell phones

Video-calls, television, news online, email, MP3, pictures, radio, multimedia messages ... Apart from the "early adopters", curious geeks and executives, does the "mass market" really need or look for multi-features, special add-ons when buying a mobile phone?

"A recent In-Stat survey showed relatively little interest in new phone add-ons, such as video. Since most people upgrade their phone about every two years, they're looking for an easy-to-use device - not a pricey all-in-one (...) Still, cell phone companies persist with fancy phones. That's because: 1) Data is lucrative. 2) The market is huge."


[Source: USA Today | MobileTech News | Agenda News]

IKEA "Sleep better"

[Click to see it bigger]
IKEA "Sleep Well. Feel Better" | DDB Oslo

Cliches ' R ' Us

"1. Men are obsessed with sex but will forego sex in order to watch football or drink beer.

2. Women are locked in a constant battle with their weight/body shape/hairstyle.

3. Career success is entirely based on your ability to impress your boss.

4. Mums are often harassed but NEVER depressed/unable to cope.

5. Any act of male stupidity (e.g. walking across a clean floor in muddy boots, putting the dog in the dishwasher, etc.) will be met with a wry smile, not genuine annoyance/anger.

6. Married men will flirt with other, younger women but NEVER act upon it.

7. Anyone with a scientific career will have a bad haircut and dreadful clothes. "

(...)

[Source: BBC News Via: Cup of Java ]

Glossary

The Smart Networker:
"That individual who embodies the person-centered values of the counterculture and the skill to use the new tools to express him or herself in a hundred different ways in the suddenly accessible public sphere.

Smart networkers seem driven to express, to take on do-it-yourself projects, to advise others about everything from good products to good health. They cultivate a host of public identities, equally at ease with podcasting their favorite tunes and their favorite religious messages."

[Source: Institute for the Future, "2005 Ten-Year Forecast"]

Jane's & Mike's School

English Language School
Spot, Anthens

Shots in Portugal

Edson Athayde (Ogilvy), José Cabaço (W+K), Leandro Alvarez (TBWA), Pedro Magalhães (JWT), Alexandre Okada (Leo Burnett) amongst others talk about the advertising market in Portugal, its brazilian influence, etc.


[Via: Shots, n.90]

"Duracell. Pure Power."

- Ogilvy & Mather, New Dehli

"The Advertising Saturation Point"

"For every automobile, and maybe every product, there's a threshold beyond which your ad budget is wasted (...)

But what if there was an optimal level of advertising spend for any given product - beyond which the money was completely wasted?"


[Source: "The Advertising Saturation Point", Strategy + Business]

Neil French

"The answer to making an ad is always in the product, if you look for it. Our task is not just to find that answer though - it's to make the answer relevant to someone who, at present, doesn't give a shit about it. So first I look at the product and deconstruct it ... what Robin Wight used to call 'interrogating it until it confesses to its strenghts'."

[Source: "The Way I see it", Shots Magazine 90, Set 2005]

Saatchi & Saatchi, Mumbai

"Ariel. Don't let a stain ruin your day."