April 26, 2006
Serge tells the truth
Serge tells the truth to Whitney.
It's quite interesting to see how a disarming honest proposition can generate tremendous surprise and impact. Imagine if an advertiser told the consumer he's only after his money, but to do so ... he would need to deserve the consumer's money and do better than the rest of the competition.
How would the audiences react? Would the cynical consumer be caught off guard? Is honesty an effective tool capable of creating spontaneous surprise and good-will towards a brand?
April 25, 2006
Kessels on Draft
"Erik Kessels of KesselsKramer, Amsterdam, looks at the work of the legendary advertising art director Helmut Krone and sees the future ..."
In the new issue (Spring 2006) of Draft Magazine.
April 23, 2006
The "battle" of the World Cup
Advertising agencies use World Cup to show they're at the top of their game:
"The competitors squaring off against each other in this battle for the hearts and minds of viewers are the likes of Coca-Cola, Pepsi, Nike, Adidas, Carlsberg and Budweiser. There is the added dimension of pitting the 15 official Fifa World Cup sponsors, which cough up a hefty $30m to $50m for the right to use official logos and branding, against their rivals, which look to create clever 'unofficial' campaigns and steal the limelight."
And Trevor Beattie adds:
"I think football ads have descended into globetrotting showboating. It has been brought about people like Nike and Pepsi - and has tragically been followed by Adidas. The fact that you can't tell the difference between brands means it is a waste of money. You can't tell a Nike from an Adidas from a beer from a pizza."
[Source: The Observer]
Modernisms
"Modernism: Designing a New World" currently at theV&A.
"Modernism: Designing a New World, at the V&A, is the first in-depth exhibition that looks at the key movement of 20th-century design. Modernism revolutionised the world around us and the way we live. It inspired our love of minimalist architecture and design and still influences the buildings we inhabit, the chairs we sit on and the graphic design that we see today."
April 21, 2006
Fred and Farid in Lisbon
Fred e Farid - The international gallic coqueluche duo that have already worked at CLM BBDO, TBWA Paris, BBH London, Goodby Silverstein S. Francisco ... and is now running the new shop Marcel Paris, are coming to Lisbon in June for the 2006 "rendez-vous" of CCP - Creative Club Portugal.
April 19, 2006
Ruminations
"Advertising's only purpose is to differentiate brands in the consumer's mind and to minimize whatever brand parity exists."- Phil Dusenberry,
ex-CEO BBDO, NY
About planning
"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, Goodby, Silverstein & Partners
[Source: "Truth in Advertising", Ad Week]
- Jamie Barrett, Goodby, Silverstein & Partners
[Source: "Truth in Advertising", Ad Week]
April 18, 2006
"Food for thought"
"Office workers are distracted every 11 minutes by an email, phone call or colleague."- University of California
April 12, 2006
April 07, 2006
Alternative media in the loo
[Lyomer nasal spray, Bates Red Cell - Portugal]
[Banco Alimentar, FCB Lisboa]
[Kellogg's Allbran, Leo Burnett Lisboa]
April 03, 2006
April 02, 2006
Ruminations ...
"(Brands) They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods." - Rosser Reeves, Reality in Advertising, 1961.................. //// ....................
Talking about Rosser Reeves, its famous Unique Selling Proposition and the fact that brands nowdays are turning into "me-toos" at an incredible pace:
"What is the USP for Coke or Pepsi? Their advertising has become their USP."
- Bob Barrie, Fallon Minneapolis
"I don't believe you sell anyone anything; instead you make them want to buy. Most of the time there isn't a USP, so giving brands a personality is extremelly importante now."
- Ron Mather, Grey Advertising
"I don't think you need to offer a rational benefit. I think you need to offer a benefit a rational person can understand."
- Gary Goldsmith, Lowe Worldwide
April 01, 2006
March 31, 2006
March 30, 2006
L'Oreal gets a Body Shop
Dissonant discourse?
"The language of business is not the language of the soul or the language of humanity. It's a language of indifference; it's a language of separation, of secrecy, of hierarchy."
-- Dame Anita Roddick, founder, The Body Shop
"When we've got the biggest cosmetics company in the world saying 'Teach us about family farmers, teach us about women's co-operatives', then we are very happy."
-- Anita Roddick (nearly 2 weeks ago)
March 17, 2006
Forescasts 2006
1. Nanotechnology will be used for everything from monitoring the health of soldiers in the battlefield to transforming waste into edible material.
2. U.S. public education will face an uphill battle for survival.
3. Wind and tidal power will grow considerably in the next five years.
4. More doctors and hospitals will use wireless technologies such as wearable computers and mattresses embedded with sensors to help care for patients.
5. Digital electronic assistant programs will surf the Net on our behalf and enable us to amass entire digital libraries on a given subject by doing nothing more than setting a few key search guidelines.
6. More people will be affected by Alzheimer's disease.
7. Death by global warming.
8. Science in Latin America will rise considerably.
9. Look out for a job boom in solar industries, with some 42,000 new U.S. jobs by 2015.
10. The open-source phenomenon will transform employment as radically as blogging has changed the fields of media and journalism.
[Via: World Future Society]
2. U.S. public education will face an uphill battle for survival.
3. Wind and tidal power will grow considerably in the next five years.
4. More doctors and hospitals will use wireless technologies such as wearable computers and mattresses embedded with sensors to help care for patients.
5. Digital electronic assistant programs will surf the Net on our behalf and enable us to amass entire digital libraries on a given subject by doing nothing more than setting a few key search guidelines.
6. More people will be affected by Alzheimer's disease.
7. Death by global warming.
8. Science in Latin America will rise considerably.
9. Look out for a job boom in solar industries, with some 42,000 new U.S. jobs by 2015.
10. The open-source phenomenon will transform employment as radically as blogging has changed the fields of media and journalism.
[Via: World Future Society]
"Renting makes many faces sad"
Client: Landlorc Inc. (property management company)
Agency: Gavrila & Asociatii, Romania
March 11, 2006
Granny goes to Everest
"85 year old lady wants to climb Mount Everest - together with her dachshund! This story made worldwide headlines in newspapers, magazines, forums, internet newsportals and on the radio. 85 year old Mary Woodbridge from Britain announced the ascent of the world's highest mountain on her website www.mary-woodbridge.co.uk which included homemade, funny training videos of her and her little dog Daisy."[Another viral ... via Spillmann/Felser/Leo Burnett, Zurich]
March 01, 2006
"Food for thought"
"You can have innovation without branding, but you can't have branding without innovation."- Sir Martin Sorrell
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