“Insanely great it is not” - Marketwatch.
All this they said about iPad 1, the fastest-selling gadget in the history of electronics.
Say hello to iPad 2.
Yup, never trust an expert.
I'm currently working on a design project for a large multinational communications agency. This system for judging creative work is posted on the wall.
01 - DAMAGING : This work is worse than a waste of time. It is damaging to the client and us. You'd be better off staying at home.
02 - WASTEFUL : This work is a waste of time. People will actively avoid it. You have wasted both the client's time and your own resources.
03 - BORING : Both the idea and the execution are ordinary. The customer will tune out before it's finished.
04 - PREDICTABLE : This is soundly executed but bland. People have seen it all before and will get to the end of the message before you do.
05 - COMPETENT : This idea is told in an interesting way or it is well executed. People will give you the time to complete the message.
06 - REWARDING : This work will get noticed. People will feel rewarded having spent time with it. Its impact will linger longer than the duration of the message.
07 - INNOVATIVE : This is innovative work and the best example of this category in the network. It's refreshing message and execution will ensure that people will want to see it again.
08 - MARKET LEADING : This is the best work in this category in the world. It leads the market and people will take the time to rethink their perception of the brand and the category.
09 - WORLD CLASS : This competes with the very best ideas in the world of communications. It is an entirely new idea that is highly involving. The audience will spend time exploring and playing with the idea.
10 - WORLD BEATING : This sets a new standard in the world of communications. It is an entirely new idea that is highly involving. The audience will spend time exploring and playing with the idea. It is being talked about worldwide.
It's a great lens through which to view your ideas.
The only question you have to ask yourself is: Do I have the balls to live by it?
We don't generally do advertising on this blog (advertising being the art of getting people to buy stuff they then store in their garage), but this eco-homage to Hieronymus Bosch caught our hungry eye.
Click. Enlarge. Explore.
Somerville Road in Worcester, England, has the dubious distinction of being statistically the most accident-prone street in the country.
For an advertising campaign, Confused.com, a car insurance comparison
website, decided to wrap 'Accident Avenue' in 1,500sq meters of bubble wrap.
The stunt took eight men more than 12 hours to complete with cars, gates, trash cans, lamp posts and even garden gnomes all wrapped up to highlight the dangers of driving in Winter.
Some selected words of wisdom from the Twitter page of Lee Clow, Creative Director of Chiat Day LA.
Always assume no one wants to hear what your ad has to say, then give them a reason to.
A logo is not a mandatory. Being on strategy, speaking in the brand's voice and intriguing consumers are mandatories.
A brand doesn't need a unique position in the market as much as a unique position in consumers' minds.If your copy requires italics, your copy requires rewriting.
(*To a greater or lesser degree.)
You're not just baking cupcakes for your kids, you're creating food memories. (There is no greater emotional purchase than food: it says just how much you love yourself.)
Consumers increasingly seek comfort and connection from brands. Emphasis has moved from what the product does––the golden age of the unique selling proposition (USP) and product demonstrations––to how the brand makes you feel. The soft sell.
Says Bob Lutz GM's former head of design:
“These days when everything mechanically in a car is great, design becomes a huge differentiation. The interior assumes a bigger role because it's where the customer lives. A thoughtful interior will provide huge long-term owner satisfaction. Cars and trucks are marginally about moving people from A to B. A $2000 used Cavalier will do that. Vehicles have become expressions of our identities. If you don't meet people's psychological needs you're dead.”
Thought I'd share with you some insights gained from CMO's on how best to approach them for new business.
From the Director of Marketing for a major liquor brand:
"I'd prefer a referral through a friend or former colleague. I always respond to those. I toss mail out. Rarely return unsolicited calls, and if they catch me live I usually politely decline and say we are covered. That's the truth. No time for meetings at this job!"
So, forget cold calling and mailers. It's all about your network of contacts. And if you're the incumbent agency you have one hell of an advantage, so try really hard not to drop the ball.
And this from a Brand Manager for a global Fortune 500 company:
"Maybe if you want to change the game think about how you approach clients differently. I get probably 50-60 calls, emails, direct mails, etc. PER DAY from agencies and creatives, EVERY ONE OF THEM telling me they are the best, they are different, they are unique and every one of them coming across as very much the same.
Start looking at ways to differentiate yourselves EARLIER in the process. If you all approach us in the same way, with the same pitch and the same sales lines then maybe we'll stop treating you as commodities."
The key line: differentiate yourselves earlier in the process.
[click to enlarge]
Generally we try to avoid Adland topics––we are 'the advertising cleanse' after all!--but the tale of the Zappos pitch is unusual in that the RFP was posted on Adweek, the industry trade journal.
Zappos originally invited 16 agencies (which guarantees 15 losers) to participate in their agency review.
A couple of weeks later, AdWeek posted the story along with a link to their RFP.
The response was wild: over 170 agencies contacted them requesting to participate. From those 170, 104 ended up submitting presentations (which guarantees 103 losers). Essentially, investing time and money––giving their best ideas away for free.
QOTD : Is the agency review process in need of a review?
Economic conditions will profoundly affect our cultural context moving forward. As our creative content becomes more tangible and honest in reflection, we will be forced to be more realistic about everything over the coming years. The human story will be one of value reflection and reassessment, as both our priorities and purchases are examined in light of what is truly meaningful to us. As the language of hopes and dreams is replaced by one of pragmatism and prudence, new value systems will emerge. We will be more open to expressions that are confident, secure, uplifting, connected, honest and progressive.
Major developments are now happening at lightning speed and changing status quos are revealed in real time with very real consequences. Governments will be judged by how they manage change and, ironically, by how much they bring about change itself has become the mantra of modern politics. Businesses will face major challenges to keep up with and evolve to meet peoples rapidly changing needs. As economies, societies and cultures are recast, the need to know whats next has never been greater.
The Trust Economy
Trust is set to become a critical success factor for brands in 2009. Where we place our trust is changing dramatically. In turbulent times we look to organisations that share our concerns, manage anxiety and take the lead. With the trust spectrum up for grabs, organisations that show they are going the extra mile for people will prosper. Supermarkets in particular have positioned themselves as consumer champions for some time and look set to benefit in this new era.
Being green was once costly, time consuming and a matter of conscience. A major juncture is about to be reached in the future of the planet as austerity turns the environmental case into an economic one. Energy efficiency saves money as well as the planet, and the uptake of this critical message is about to define our future development. The recession will hijack the green argument, turning it from a moral argument to an economic one.
While no media has ever replaced another, TV has been trapped in a corner for some time. In 2009 we will reach the tipping point for broadcast quality Internet Television. Yes, people have been watching TV online for some time, but watching TV on YouTube is not the most satisfying experience a bit like watching YouTube clips on TV. This year such painful experiences will become a thing of the past as media neutral TV finally goes mainstream.
In the future content will need to be free from central control and tradable in the new networks - tomorrows Facebook or Bebo. The aim will be not to drive people to a home page but to scatter diverse pieces of content in multiple contexts and thread them back to the brand. In this emerging era unifying ideas, brand logos or simple short codes will form the threads that link content together. As many adverts already carry URLs, in the future we will see bus ads linking to desktop widgets, on-pack promos leading to corporate-led films, and so on ad infinitum.
Video games used to be the preserve of disenchanted adolescents, but as gaming becomes a truly mass pursuit, soon we will all be part of Generation Game. With economic pressures set to encourage us homewards, the cultural clout of gaming will be further accelerated. The future of the medium is unlimited as the educational potential and social networking possibilities of games platforms are further explored. Gaming will be a fulcrum for future innovation across multiple areas.
The End of Fact
Perceived wisdom now changes on a daily basis and we should expect more contradictory opinions and diverse solutions being presented as definitive. Fact checking is becoming a thing of the past as online opinions blur the line between truth and hearsay. Authority will increasingly become a key communication metric and for media organisations editorial oversight will be a key differentiator. In a time when truth is more contested than ever, objectivity and impartiality will become rarefied and more in demand.
Brands as Vehicles
Brands are landing points; we follow our needs and invariably end up at a brand. This is all set to change. The brands of the future will be vehicles and not just destinations. The success stories of the last decade were built on this principle; Google and YouTube being the two most prominent human gateways. Our journey does not finish with Google and YouTube, thats where it starts. The days of the static brand are increasingly numbered, as they become a means and not an end. This is not just a new economy dynamic; all brands must take heed of this.
Durex Performa condoms contain
benzocaine (a mild anaesthetic) which helps men last longer in bed.
To highlight this fabulous product benefit Durex distributed limited edition pillowcases alongside their Performa condoms at New Zealand's biggest annual sex expo, 'Erotica.'
The results: the Durex stand was inundated––sales were up by 28%.
Now that's the kind of ROI to get any client excited.