"Closer"
"Wet Tongue. Cold Pole"
September 30, 2003
September 29, 2003
Marketing Through SMS: "Beep beep! Big Macs are on sale"
"Beep beep beep! Big Macs are on sale, and McDonald's just sent you a text message on your cell phone with the good news. Should you call the spam police?" > This interesting article on Wire Magazine how Marketers are capitalising on the new tech to increase awareness and information on the consumers minds!!
September 27, 2003
"Out of sight, out of mind" - Does perception sells?
 | It is very common to hear the expression "out of sight, out of mind". However, the reality is much more ungrateful than theory, and today more than never the empirical evidence shows us that the simple perception or brand awareness doesn't sell. Advertising more than sending top of mind messages to the consumers, must tell them how better brand "X" is for their lives today as it was yesterday. It must create desires and needs. Advertising is much more than winning golden an silver trophies on pretty and creative announcements. Advertising is about communicating brand relevance to its consumers and prospects. Therefore let's start giving them real reasons to choose brand "X". |
September 26, 2003
The Quiz Show: Jorge Teixeira
JORGE TEIXEIRA, CREATIVE DIRECTOR OF EURO RSCG PORTUGAL TALKS TO US
1) Jorge worked in some of the most creative agencies in Portugal and participated in the creation of greta ad campaigns of the recent history of the Portuguese advertising (Telecel, Optimus). Therefore, when is it that Euro RCSG is going to be perceived as a good creative agency? What measures are being taken?
A: Euro RSCG is today, the biggest agency in the country, the first in the national ranking, the agency with more clients, with more visible work out on the streets and the agency that won more customers recently. All this makes Euro RSCG a good agency. Not a great agency! But the agency's growth did not make our work less focused: we hire people during recessive times, we invest on difficult times, we are envied by the our success during quiet times. For all this reasons, we are a better agency, much better than we were 2 years ago. We have more creative people and we have will power to make things happen.
2) What does an ad agency needs to become nr. 1?
A: I've got to say something that nobody will believe: Work. Blacht, That ugly word? That old-fashioned idea?
3) What's worse: to copy an ad concept or make a "ghost" ad (an ad that is not paid by the client or follows a brief orientation)?
A: Copying a concept is the greatest crime, as far as I'm concerned. It's the capital sin. It kills the creative person. To copy a concept you only need to sign Shots, to watch the cable channels, to take a photocopy of an Archive page. To copy is to kill the advertising business, is to kill the market and to kill the brands. On the other hand, when your create something new you're communicating for differentiation, you're helping building a brand character. In comparison with copied concepts, making ad ghosts is something innocent. Useless, but innocent.
1) Jorge worked in some of the most creative agencies in Portugal and participated in the creation of greta ad campaigns of the recent history of the Portuguese advertising (Telecel, Optimus). Therefore, when is it that Euro RCSG is going to be perceived as a good creative agency? What measures are being taken?
A: Euro RSCG is today, the biggest agency in the country, the first in the national ranking, the agency with more clients, with more visible work out on the streets and the agency that won more customers recently. All this makes Euro RSCG a good agency. Not a great agency! But the agency's growth did not make our work less focused: we hire people during recessive times, we invest on difficult times, we are envied by the our success during quiet times. For all this reasons, we are a better agency, much better than we were 2 years ago. We have more creative people and we have will power to make things happen.
2) What does an ad agency needs to become nr. 1?
A: I've got to say something that nobody will believe: Work. Blacht, That ugly word? That old-fashioned idea?
3) What's worse: to copy an ad concept or make a "ghost" ad (an ad that is not paid by the client or follows a brief orientation)?
A: Copying a concept is the greatest crime, as far as I'm concerned. It's the capital sin. It kills the creative person. To copy a concept you only need to sign Shots, to watch the cable channels, to take a photocopy of an Archive page. To copy is to kill the advertising business, is to kill the market and to kill the brands. On the other hand, when your create something new you're communicating for differentiation, you're helping building a brand character. In comparison with copied concepts, making ad ghosts is something innocent. Useless, but innocent.
Food for thought
"Advertising is brand maintenance. PR is brand building."
- Al Ries and Laura Ries
“We want consumers to say, ‘That’s a hell of a product’ instead of ‘That’s a hell of an ad’.”
- Leo Burnett
- Al Ries and Laura Ries
“We want consumers to say, ‘That’s a hell of a product’ instead of ‘That’s a hell of an ad’.”
- Leo Burnett
September 25, 2003
"We're Not Lovin' McDonald's New Strategy"
Find out why Rance Crain, editor in chief of Advertising Age thinks that McDonald's new strategy is bound to fail > We're Not Lovin' McDonald's New Strategy, Either.
September 23, 2003
When Supply Creates its Own Demand
What's the real role of advertising?
To create "ideas that inspire enduring belief" as Mr. Leo Burnett once remarked? To create a disruption in people’s consumption habits (it's a fact that a large part of our purchasing behaviour is habitual rather than considered). Forgive me such rhetorical question, but I've just been reading an interesting paper from the Mercer Management Consulting entitled "Understanding Demand Before its too Late" where it is stated that a large part of the new products marketers put in the market are bound to be unsuccessful due its "lack of demand". Thus a "demand estimate" is needed before putting new products in the market and also in order to strive against the competition attacks. Mercer seems to offers a solution based on “discrete choice modeling”.
Here's the point I want to make, of course if you want to be successful in the market, if you want to make a buck or two and get some profit you'll have to meet people's need thus supplying an existing demand. Nevertheless there's much more to rely on advertising rather than just the common role of building brands & product awareness. More than informing consumers, advertising re-ensures current consumers and potential new-consumers that the need for product or brand "X" is there to be fulfilled. In the end "supply creates its own demand" with the "little" great help of advertising. This is in what the economists call the “Say's Law” in action. Advertising really understands the role of demand (in my opinion) much better than any other business model.
What's the real role of advertising?
To create "ideas that inspire enduring belief" as Mr. Leo Burnett once remarked? To create a disruption in people’s consumption habits (it's a fact that a large part of our purchasing behaviour is habitual rather than considered). Forgive me such rhetorical question, but I've just been reading an interesting paper from the Mercer Management Consulting entitled "Understanding Demand Before its too Late" where it is stated that a large part of the new products marketers put in the market are bound to be unsuccessful due its "lack of demand". Thus a "demand estimate" is needed before putting new products in the market and also in order to strive against the competition attacks. Mercer seems to offers a solution based on “discrete choice modeling”.
Here's the point I want to make, of course if you want to be successful in the market, if you want to make a buck or two and get some profit you'll have to meet people's need thus supplying an existing demand. Nevertheless there's much more to rely on advertising rather than just the common role of building brands & product awareness. More than informing consumers, advertising re-ensures current consumers and potential new-consumers that the need for product or brand "X" is there to be fulfilled. In the end "supply creates its own demand" with the "little" great help of advertising. This is in what the economists call the “Say's Law” in action. Advertising really understands the role of demand (in my opinion) much better than any other business model.
September 22, 2003
Saatchi & Saatchi DK: "Audi A2"
Week 1
it starts out rather innocently, a full sheet metal poster. In rainy wet spring Denmark, this won't last long...
Week 2
soon we can see patches of rust on the sheet metal.. and a part of the poster that isn't being attacked by rust.
+ 1 Month
at the end of one month, one poster has both played teaser and punchline, as we can now see the audi A2 and headline, which was applied with lacquer on the steel sheet. Aluminum doesn't rust.
Source: Ad-Rag
September 21, 2003
Marketing: Are You Really a Realist?
"Sustained growth, brand differentiation, and persuasive advertising are romantic fantasies. It is time for marketers to set achievable goals." - says Andrew Ehrenberg, in a very interesting and always updated article from Strategy + Business
September 19, 2003
Your Brand Is Everything (Everything Communicates)
Your brand is more than its logo, it's the way customers feel and act based on their total experience with your company and its products. Everything you do (or don't do) communicates what your brand is about.
Mccann loses French Coke
Coca-Cola Co. is moving its $37 million Coke Classic advertising account in France from McCann-Erickson Worldwide, Paris, to Havas' BETC Euro RSCG, Paris.
"McCann has been steadily losing Coke Classic assignments around the world -- in the U.S. the brand moved to WPP Group's Berlin Cameron/Red Cell -- but this is the first time Euro RSCG Worldwide has picked up a Coke Classic assignment. Euro RSCG's only relationship with Coke has been a few small marketing-services accounts in Europe and Asia." Source: Ad Age
September 18, 2003
Brand Loyalty Among Mobile Phone Users
According to a study from the European Society for Opinion and Market Research publish in 2002 by WARC these are the main drivers found against switching brands:
a) The importance of the relationship with the operator;
b) The price of a new handset;
c) The habit of using and the perception of adequacy of the current brand;
d) The compatibility with accessories;
e) Other products and services and the effort to change.
a) The importance of the relationship with the operator;
b) The price of a new handset;
c) The habit of using and the perception of adequacy of the current brand;
d) The compatibility with accessories;
e) Other products and services and the effort to change.
Philip Chudy
It was with great pleasure that we received an email from Philip Chudy commeting on our weblog. Philip Chudy is an award-winning advertising photographer. His work is a hybrid of seemingly irreconcilable modes: realism and visual fiction, fine art and technology. Hailing from Africa, he has operated professionally from studios in London, Edinburgh, and Frankfurt. Chudy's work has been featured in many large solo shows throughout Europe and in campaigns for clients around the globe, including Benson & Hedges, Mercedes Benz, Wedgewood, and Motorola.
September 10, 2003
Is account planning effective?
According with Jeff Goodby, Co-Chairman da Goodby, Silverstein & Partners : "The profession of advertising account planning is in the midst of a deep crisis and could soon become irrelevant".
"Mr. Goodby complained that account planners were not sufficiently involved in the creative process. "I heard planners talk about being disenfranchised from ideas and people complaining that planners took the instinct out of advertising," Mr. Goodby said. "All this was really bad. It seems unlikely that this is just happening at my agency. We are one of the dyed-in-the-wool planning agencies.
While Mr. Goodby admitted that working with creatives was no easy task, he suggested account planners should try and change their demeanor. "Be less confrontational. Planners shouldn't decide whether the work is right or wrong; creatives hate absolutism and truth. There is a perception that we have to separate dead campaigns from live ones. Guide, don't judge. Planning is not an end, it's a means to an end."
Source: Ad Age
According with Jeff Goodby, Co-Chairman da Goodby, Silverstein & Partners : "The profession of advertising account planning is in the midst of a deep crisis and could soon become irrelevant".
"Mr. Goodby complained that account planners were not sufficiently involved in the creative process. "I heard planners talk about being disenfranchised from ideas and people complaining that planners took the instinct out of advertising," Mr. Goodby said. "All this was really bad. It seems unlikely that this is just happening at my agency. We are one of the dyed-in-the-wool planning agencies.
While Mr. Goodby admitted that working with creatives was no easy task, he suggested account planners should try and change their demeanor. "Be less confrontational. Planners shouldn't decide whether the work is right or wrong; creatives hate absolutism and truth. There is a perception that we have to separate dead campaigns from live ones. Guide, don't judge. Planning is not an end, it's a means to an end."
Source: Ad Age
Spotlight Review: "Think Different " campaign
 | "Here´s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They' re not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them. About the only thing you can´t do is ignore them. Because they change things. They invent. They imagine. They heal.
They explore. They create. They inspire. They push the human race forward. Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that´s never been written? Or gaze at a red planet and see a laboratory on wheels? We make tools for these kinds of people." |
September 08, 2003
McDonald's to launch healthy range in supermarkets
Brand Republic >
LONDON - McDonald's, which last week fought off an obesity suit, is reported to be looking at selling a range of 'healthy' foods in supermarkets as it seeks new channels for its brand.
LONDON - McDonald's, which last week fought off an obesity suit, is reported to be looking at selling a range of 'healthy' foods in supermarkets as it seeks new channels for its brand.
September 04, 2003
On Branding ...
Check out the number 7/8 (volume 37) of the European Jornal of Marketing > where the theme is "Corporate and service brands".
These are the themes/articles published on these issue of the European Jornal of Marketing:
> "Corporate brands: what are they? What of them?" (John M.T. Balmer; Edmund R Gray);
> "The six conventions of corporate branding" (Simon Knox; David Bickerton);
> "Core value-based corporate brand building" (Mats Urde);
> "Bringing the corporation into corporate branding" (Mary Jo Hatch; Majken Schultz);
> "Corporate branding in the new economy" (Shirley Leitch; Neil Richardson);
> "Equity in corporate co-branding: The case of adidas and the All Blacks" (Judy Motion; Shirley Leitch; Roderick J Brodie);
> "The criteria for successful services brands" (Leslie de Chernatony; Susan Segal-Horn);
> "Experienced reality: The development of corporate identity in the digital era" (Alan Topalian);
> "Corporate branding - back to basics" (David Bernstein).
These are the themes/articles published on these issue of the European Jornal of Marketing:
> "Corporate brands: what are they? What of them?" (John M.T. Balmer; Edmund R Gray);
> "The six conventions of corporate branding" (Simon Knox; David Bickerton);
> "Core value-based corporate brand building" (Mats Urde);
> "Bringing the corporation into corporate branding" (Mary Jo Hatch; Majken Schultz);
> "Corporate branding in the new economy" (Shirley Leitch; Neil Richardson);
> "Equity in corporate co-branding: The case of adidas and the All Blacks" (Judy Motion; Shirley Leitch; Roderick J Brodie);
> "The criteria for successful services brands" (Leslie de Chernatony; Susan Segal-Horn);
> "Experienced reality: The development of corporate identity in the digital era" (Alan Topalian);
> "Corporate branding - back to basics" (David Bernstein).
September 02, 2003
September 01, 2003
Details Art > London's Clapham Art Gallery
Clapham Art Gallery
Kes Richardson ]
David Mckeran ]
Justine Smith ]
Clapham Art Gallery
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Kes Richardson ]
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David Mckeran ]
Justine Smith ]
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