My Advertising Blog

Respect me, Mrs. Advertiser

2009-03-29T05:26:00.000-07:00

So ads. They try to make us laugh. They try to warm out heart. And at the end of the day, they try to sell us on some product or service. But when was the last time an ad actually DID what it promised the service would do, and saved us time?

Yesterday on Hulu I saw a FedEx ad, normally where there is a 15 or 30 second spot, and it was a 5 second spot saying: We respect your time, enjoy your show -flash logo- or something to that effect.

That's brilliant. Deliver on your promise, immediately. And be different.

Kudos, FedEx.

Carnival Acquarium

2009-03-28T06:58:00.000-07:00

Fantastic idea!
http://adage.com/brightcove/lineup.php?lineup=1266084202&title=17104761001

Emotional point of sale

2009-03-28T06:48:00.000-07:00

http://adage.com/brightcove/lineup.php?lineup=1182767334&title=17253301001

So according to this Martin Lindstrom report on Ad Age, when emotions enter the mind , consumers do not think rationally. Granted this is examined time and time again in economics, psych and anthro but here's what I take from this.

Place provocative images in the aisles. A picture of an every-baby. Images of a family enjoying a meal. Take the vivid images in the commercials on TV and put them in a more point of sale medium.

Hill Holiday on the T buses

2009-03-12T09:50:00.004-07:00

hill holiday - creative - t buses

mobile advertising

2009-03-12T09:50:00.001-07:00

Mobile advertising for local restaurants? Discounts. Drive business during slow hours. Hm.

Email subject lines

2009-03-08T18:31:00.000-07:00

It can determine whether or not someone reads your email or not.

It can be the difference between opening with angst or anticipation.

What's the difference between 'Special project' or 'Mandatory Comp Work'?

I was recently asked to do a 'Special Project' in an email from an officer of an organization I'm trying to join on campus. She spun it right. I don't know if this is really that special or she's trying to sell me on something, but I like it.

She chose her subject line carefully and it made all the difference. In case you didn't know, I opened it with anticipation

Veet's got balls.

2009-03-07T14:14:00.000-08:00

http://www.blogger.com/post-create.g?blogID=3934740147952878050

Veet's "ballsy" - er, word choice - ad after Bush spent his last day in office.

Target - even in email

2009-03-05T07:26:00.000-08:00

So I was just looking through the Lowell House open email list serv.

Normally notices go unnoticed. Just text being sent over a mass comm. medium.

However, I noticed people advertising a given show this weekend observed it was Junior Parents Weekend. So in the open email, they started it: JUNIORS: entertain your parents for just $5. It resonates with a need students have - how do I keep my parents busy? And it grabs your attention if you in fact are a junior.

In fact, I even got intrigued because it was personalized.

tips for grads looking to go into advertising

2009-02-20T11:39:00.000-08:00

10 job hunting tips for this year’s graduating class.
DateSaturday, February 14, 2009 at 10:16PM

In the fall of 1991, an ex-student of mine, Roger Baldacci*, applied for a job at Mullen. We didn’t have an opening at the time, but three months later when we did, I gave him a call. In the time that lapsed we hadn’t spoken or corresponded once, but for some reason his resume was still lying around.

I dialed the number and got this message:

“Hi Roger and Lynn aren’t here to take your call. Kindly leave a message. Pause. And if by any chance this is someone from Mullen, PLEASE PLEASE PLEASE I’LL DO ANYTHING FOR A JOB. ANYTHING.

Needless to say we offered Roger a job as soon as he called us back.

Over the last 25 years I’ve hired over100 writers, art directors, designers and producers, many of them right out of college. Some were simply in the right place at the right time. Others had work that stood head and shoulders above the competition. A few simply impressed me with their raw intelligence and potential. But only Roger had an idea as brilliant, remarkable and unexpected as the answering machine message.

If you’re graduating this year, in the worst recession of your short life, you’ll need all of the above. So, here are 10 suggestions that might help.

1. Put difficult assignments in your book.
It’s easy to fill your book with fun stuff: beverages, ski resorts, lingerie, sport teams. Put some really hard stuff in it: cell phones, retail, financial services. Every creative person wants to work on the fun stuff. But agencies need talent who can deliver on the hard stuff.
2. Customize your pitch.
When you apply to an agency know the work, the CD, the clients. Don’t expect them to educate you. Be smart enough to have studied the markets, the challenges, the competitors confronting that agency’s clients. Then bring some relevant ideas for those clients to the table.
3. Identify someone inside the agency
Every sales person knows the first person to make friends with is the prospect’s administrative assistant. In your case that’s the person responsible for reviewing books, identifying talent, making recommendations to the CD. He or she is the gatekeeper. Become their friend.
4. Offer your services on a trial basis
Show how confident you are by offering to work for minimum wage or even for free for month on a new business pitch. Or ask for a chance to work on the agency’s most unsolvable problem. It’s a chance to show what you’re made of, and an increased likelihood you'll get your foot in the door.
5. Take any job that lets you practice your craft
Everyone wants to work for Crispin or Goodby or Arnold or Mullen. But if that’s not possible, take any job where you can practice your craft and produce real work. You’ll get faster, sharper and learn what it’s like to create in a real world environment.
6. Network
Connect with the local ad club, stay in touch with classmates who do find a gig, call on anyone and everyone you know in the business to help you identify opportunities or pass your book around.
7. Become as digital as you can
One advantage you have over those 40 year olds still populating creative departments is your comfort with all things digital. Take that knowledge and make it useful to an agency and its clients. Start a movement or support a cause on Facebook. Learn how to engage and influence on Twitter. Create your own group on Ning and use the experience to show an agency that you could do the same for its clients.
8. Create your own brand
Start a blog. Write what you know (how your generation responds to brands, perhaps). Then learn to distribute your thinking and pov online as well. Take it to Twitter, 12second.tv and elsewhere. It will demonstrate ambition and initiative.
9. Keep working on your book
Absorb all the feedback you can get. Listen. Don’t be defensive. Get used to rejection, then dig deep and make it better. That’s exactly what you’ll have to do once you find that job.
10. Be like Roger
Come up with that one amazing idea that will make you unforgettable. It’s hard not to hire a someone if you can’t get them off your mind.

*Today Roger is EVP, Creative Director for Arnold, where he works on ESPN, Truth and a host of other clients.

http://edwardboches.com/home/2009/2/15/10-job-hunting-tips-for-this-years-graduating-class.html

CHanging name to get attention?

2009-02-20T10:19:00.001-08:00

Just a small piece of this article, but it intrigued me. Plenty have done it - does it work? When does it not work?

Is it worth it?

http://adage.com/cmostrategy/article?article_id=134590

tweeting at mardi gras

2009-02-20T09:59:00.000-08:00

So a more profound look at Mardi Gras?

Maybe. But couldn't you get this from the news stations, too? If you're just following one person it feels like it's just a new medium for old content.

However, if you could plug into 'channels' on twitter for new events, then it could be cool to just follow that and then get a diversity of updates.

Twitter should have channels like this. But how do you screen people out (i.e. spammers)?

http://adage.com/smallagency/post?article_id=134657

Agency buys back stake

2009-02-20T09:53:00.000-08:00

So MDC sold back a 20% stake to Cliff Freeman. Is this by choice? Or did Freeman have to buy it back bc MDC wanted out and they'd make it hell for him if he didn't?

Freeman bought back it in the 90s from Saatchi...doesn't seem to hold the interest of holding co's for very long. How do these politics work?

http://adage.com/agencynews/article?article_id=134669

Kraft's New Logo

2009-02-20T09:44:00.000-08:00

So another smiley logo. Reminds me of Pepsi's new one. Latching onto the spirit of home and change. But the election is over. The economy is down. The optimism of November 2008 seems to be winding down. Is this the best time for such a do-over? During a recession don't people want to be reminded of stability and a better time? Might not be the best time to switch things up.

They aren't changing the logo on package or on the consumer site - just in official communications and on the corporate site (http://www.kraftfoodscompany.com/), so that's consistent with what I said above about providing the consumer with some sense of stability.

I remember an ep of the Cosby Show where Theo suggested the soup company, which tried to rebrand itself, reminded them of the way the world was (recession-like, as it is today) and that instead of a tagline like 'more than soup', they should use something like 'still about soup.' or something to that effect. it made sense. Kraft seems to be jumping on the bandwagon and by not changing anything on the consumer end, it might make sense as a transitionary move.

http://adage.com/article?article_id=134664

Are men really being marginalized?

2009-02-20T09:41:00.001-08:00

Article claims that men are being marginalized and are either metro, cavemen, or slackers in the media today.

But aren't women oversimplifed as well? It's the nature of marketing.

http://adage.com/bookstore/post?article_id=134592

Are men really being marginalized?

2009-02-20T09:41:00.000-08:00

Does the grab-eyeballs approach work over time?

2009-02-20T09:23:00.000-08:00

The editor of Creativity is transferring her domain off of GoDaddy. Their ads worked to reel her, and millions, in because the name stood out and when you get a domain that's what you go by. Especially if you're new.

But she claims the inanity of the ads has now forced her to move. And she wonders if, now that it is a major player, is it time to shift the brand positioning and how you market it? I think she has a point - the Internet and website makers is changing. Everyone is hopping online. My sister has a blog. My mom emails.

Maybe it's time to change, GoDaddy?

http://adage.com/columns/article?article_id=134611

General Mills ups spending in a recession - sees returns

2009-02-19T07:35:00.000-08:00

General Mills is banking off of increased spending while competitors are scaling back. Cheap advertising right now, and it's no less valuable now than it was before. Few can capitalize because of capital constraints but it doesn't make it any worse of an investment if you can (you can) make it.

But this is for CPG. Are there certain industries where this wouldn't make sense? Should some companies scale back spending really?

http://adage.com/article?article_id=134670

G-E-I-C-O

2009-02-17T16:15:00.000-08:00

GEICO got the NBA to change its all star game of HORSE to GEICO instead.

How will consumers respond to this integrated branding? Is it too much? Does it lead to a negative branding effect, whereby the advertiser is ruining the experience for the viewer by reminding us of how commercial sports have become??

We all know the GEICO name - so does this really help? Maybe if it was CASH 4 GOLD instead, where getting the name exactly right is even more important b/c of similar sounding competition and the relative lack of recognition.

Check out the article for yourself. What do you think? Comment it up!

http://adage.com/mediaworks/article?article_id=134538

The 4 day work week - Vibe avoids layoffs

2009-02-17T16:11:00.000-08:00

I thought this was a pretty creative way to keep the talent.

But considering company-wide pay cuts, was it worth it? Should management have just sucked up the layoffs?

http://adage.com/mediaworks/article?article_id=134553

Who is entitled to the data?

2009-02-16T12:57:00.000-08:00

Given publishers' increasing desperation to monetize online content I would like to think that publishers will retain ownership of data, and not the advertisers and agency.

Publishers in fact, are not paid enough, so why should more of their assests be shifted away and into the hands of bigger companies?

http://adage.com/digital/article?article_id=134414

Creatives need time.

2009-02-16T11:59:00.000-08:00

"Don't ask me if it's ready yet! Ask me if it's great yet!"

http://adage.com/agencynews/article?article_id=134398

Beyond basic agency research

2009-02-16T11:56:00.000-08:00

Go out and do it yourself. Well done, Dieste.

http://adage.com/bigtent/post?article_id=134439

Product placement in songs

2009-02-16T11:38:00.000-08:00

This is nothing radically new, but Chris Brown incorporated the Wrigley theme song in his hit song 'Forever'.

Now he is arrested for beating his girlfriend.

Is Wrigley inextricably linked to Brown? And by extension, domestic violence?

Did they pay him to bundle the song and slogan? Who did they pay? How much?

http://adage.com/madisonandvine/article?article_id=134485

Changing consumer behavior or going with the herd?

2009-02-16T11:32:00.000-08:00

Abigail suggests that CPG companies need to market more to men. However, she acknowledges that this requires us to change their consumer behavior.

Given current economic conditions, is this too aspirational? Will it take too long to reap the benefits? Should companies near going-under or simply witnessing slumps be spending time and money on anything BUT the low hanging fruit?

http://adage.com/cmostrategy/article?article_id=134473

Dropping memberships during tough times?

2009-02-16T10:56:00.000-08:00

So the MPA is losing members. Reasonable if it is an ineffective organization, but I do see how it weakens a group that needs unison now to prevail.

I believe the MPA needs to be more effective and innovative if it wants to retain members - business is business, and they need to provide value to their members, not ask for handouts.

http://adage.com/mediaworks/article?article_id=134496

Kindle - mouths closed, eyes open up

2009-02-16T10:51:00.000-08:00

Keeping your mouth shut generates more buzz than blabbering about your new product.

What makes it so? Is this specific to certain industries?

Read about Amazon Kindle's successful launch of its second version on Ad Age
http://adage.com/digital/article?article_id=134481

Why are the bailed out companies running ads with our money?

2009-02-09T07:51:00.000-08:00

I can understand why people are mad about our money being spent on well...our eyeballs, when this is supposed to be used for rebuilding these businesses.

But marketing IS part of rebuilding. Ford DOES need to tell consumers that everything is all right. It's a problem because this is the public spending of the bail out funds, and because we don't want the money spent on trying to sell us when it's the product that that is the problem, not our consumption. It's a bit unfocused for spending. And it's somewhat underhanded.

Nevertheless, Ford spending on rebuilding its business will mean nothing if the image is destroyed. We, who believe in the power of marketing, know this better than anyone else.

Check out Ad Age for the full story

http://adage.com/article?article_id=134424

Pairing TV spots with relevant show content

2009-02-08T11:13:00.000-08:00

So Pepsi is running an ad featuring Will.I.Am immediately after his award presentation on the Grammy's.

Smart.

Seems like an extension of regular programming instead of a commercial. It's argued to be more 'relevant' which it is loosely, but frankly it's just a clever way of making the viewer feel like this is part of the content they were watching before, so don't change the channel...because it's still the Grammy's, or is it?

Still smart.

This is certainly more effective than current strategy of just selecting 'prime time' or during a specific TV show. Will it have measurable benefits? Probably not. It will though link Pepsi more closely with the Grammy's and Will.I.Am.

What's next? This feels like external product placement, since product placement as we know it already puts products IN shows. Perhaps a sideways step in media, a step forward in TV commercials specifically.

Check out the full article in Ad Age.

http://adage.com/mediaworks/article?article_id=134387

First Post

2009-02-02T08:49:00.000-08:00

So having a better grasp on objective-orientation and task management now than ever before, I figure it makes sense to lay out the mission of this blog:

1. Serve as a personal repository of memorable ads I want to learn from
2. Critique advertisements in digital, print, TV and outdoor form
3. Solicit ideas on the best way to direct the advertising business as we move forward

I will try to post images and brief thoughts on each ad, with an emphasis on the ad itself rather than my own musings, although those musings do make it, 'My Advertising Blog.'