Ad Age tells the gratifying story of how Procter & Gamble has made a conscious decision to find ways for their creative suppliers to come back with truly outstanding content. The current Wieden & Kennedy Olympics campaign is one manifestation of that support. “It takes great clients to do great advertising”, and in my view…
Tag Archive: advertising
How to motivate with video 2: Six ways to inform the mind
Here are 6 tips on keeping our content informative … without preaching: Talk like you’ve been listening. Today we need the audience’s permission to present our movie. So approach them with a listening attitude — a perceptible sensitivity to why they may be troubled, baffled, or bored. Acknowledge the barriers, their questions. This is really…
VW Volcano taps volcanic resentment among creatives
Here’s a new spot on YouTube… thanks to the Creative Intensive Network on LinkedIn, for sharing it, and Alexander Bickov for posting it on YouTube. I really love the storytelling that director Marcello Serpa of AlmapBBDO Brazil accomplished in only a minute seventeen seconds… but judging from the comments on LinkedIn, I’m in the minority….
There's no debate: there are lots of advertising strategies that work
I once had a gig teaching debate and classical rhetoric to high school students. The neat thing about policy debate is that you have to see and present both sides of every issue. Not just grasp both sides: see both sides, believe both sides. You can’t debate effectively if you’re just a cynical mouthpiece for…
Boone Oakley
The story of Billy, Marketing Director, courtesy of Aden Hepburn and his Digital Buzz Blog. Do you agree with him that it’s the most creative website ever? Great creative … is great tactical execution on top of great strategic direction. Quite rare, but fun to watch when it does!
Great video
Thanks to Artie Isaac for putting this one on his blog. Excellent concept and execution … and a worthy topic for a change. [youtube=http://www.youtube.com/watch?v=Sk-3CGlSrh4]
Rhythm and contrast
Here’s a link to something fun for a former typesetter like me. Helvetica Happy 50th excerpt 1.[youtube=http://www.youtube.com/watch?v=McZSUjP1AcE] The first one has a fun visual montage. The 2nd one talks about the importance of type to design and the emotional impact of such subtle designer’s choices. For me, the movie illustrates the relevance of a designers…
Lovemarks are for alumni
Here’s my take on how to apply lovemarks theory to college admissions or advancement. The X and Y axes increase in value as you go up and to the right. If a college does promotions, creates buzz, projects hipness, starts fads, engages in window-dressing, etc., the students who respond will be showing love in the…
Lovemarks and College branding
Kevin Roberts of Saatchi & Saatchi has championed the idea of lovemarks as the ultimate level of brand loyalty. Think Apple or Harley-Davidson. His definition is “Loyalty beyond Reason.” With a brand, there is high respect. With a fad, there is high love but low respect. With a lovemark, there is high respect AND high…
Harder and harder to impress
In his book, Convergence Culture, Henry Jenkins of MIT writes, “…the American viewing public is becoming harder and harder to impress.” (I always love it when I find authors who state the obvious in such a dead-pan tone). In this context Henry is speaking about the American Idol phenomenon, and my embellishment of his argument…
