It's Schindler's Lift!
[thanks James]
Marketing and communication in 2011. How to cut through the crap. #2
SO HERE WE ARE IN 2011. Never has there been a more competitive time to be in the business of marketing. There have never been more ways of spending budgets. There has never been more pressure on budgets. Or, come to that, more theories about what you should and shouldn’t be doing. What is clear is that whilst many are waffling on about this trend and that development, some are simply getting on with doing things that get results. We are some of those people. And this is some of how we do it.
PART 2: THE BEST COMMUNICATION IS STILL ABOUT PEOPLE
How times have changed in the last fifty years.
Technology, the speed of living, hairstyles.
New media and technology, and the possibilities they offer, are very exciting.
But it’s easy to be seduced by the technology and forget the fundamental truth about marketing.
After all, although a lot of things have changed drastically, one thing hasn’t.
Human nature.
We are all still driven by the same basic needs and desires as our parents, grandparents, and their great-grandparents.
The truth is, the very best, most powerful marketing is still about understanding and connecting with people. Finding out genuinely how your brand or product fits into peoples’ lives (or doesn’t), and why. Knowing how and why they choose what they choose.
And working out how best to influence that decision.
CLICK HERE FOR PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER
PART 2: THE BEST COMMUNICATION IS STILL ABOUT PEOPLE
How times have changed in the last fifty years.
Technology, the speed of living, hairstyles.
New media and technology, and the possibilities they offer, are very exciting.
But it’s easy to be seduced by the technology and forget the fundamental truth about marketing.
After all, although a lot of things have changed drastically, one thing hasn’t.
Human nature.
We are all still driven by the same basic needs and desires as our parents, grandparents, and their great-grandparents.
The truth is, the very best, most powerful marketing is still about understanding and connecting with people. Finding out genuinely how your brand or product fits into peoples’ lives (or doesn’t), and why. Knowing how and why they choose what they choose.
And working out how best to influence that decision.
CLICK HERE FOR PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER
This Is Really Very, Very Good Isn't It?
When I first saw this on TV, it caught me off guard. And it hit home. Very brave, well written, well made. Understated excellence. If creative awards still genuinely award the application of creative ideas and craft to make great advertising (something I do question), then this should walk away with the gongs over whatever obtuse, cinematic opus comes out this year. Hats off to all involved in this.
Marketing and communication in 2011. How to cut through the crap. #1
SO HERE WE ARE IN 2011. Never has there been a more competitive time to be in the business of marketing. There have never been more ways of spending budgets. There has never been more pressure on budgets. Or, come to that, more theories about what you should and shouldn’t be doing. What is clear is that whilst many are waffling on about this trend and that development, some are simply getting on with doing things that get results. We are some of those people. And this is some of how we do it.
PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER.
Marketing has never been more sophisticated than it is today.
As marketers, we have the ability to instantly track results and gauge responses.
Marketing is no longer a dark art practised by individuals, going on instinct alone.
Today’s marketers are smarter, have more tools at their disposal, and more effort goes into finding the right strategy and approach than ever before.
So why, when almost all marketing is produced in this professional and exacting way, does so much fall flat, or not meet expectations, or fail to inspire?
Well, people have never been bombarded with more messages, communication and conversations than they are today.
Today’s consumers are so attuned to it that they are far more adept at filtering information, communication and messages, regardless of channel or platform, than any generation before them.
And it’s as true for newer conversational or interactive media as it is in conventional broadcast media.
The answer to this problem is as old as the hills, but more relevant and crucial than ever before.
Simply, creativity and the craft skills of writing, art direction, design, typography and direction, are the vital ingredients that make the difference between the easily missable and the compelling.
Between the whatever and the astounding. The unsuccessful and the successful. Between a campaign that doesn’t meet its targets and one that massively exceeds them.
Creativity and craft are the key things that can make two campaigns that have very similar, very robust strategies perform very differently.
Why one captures the imagination, communicates, involves, stimulates, entertains, excites, whilst the other fails to do so.
The difference is how that robust, well thought-through strategy is brought to life.
That’s why, even in an era when marketing is so thoroughly planned and interrogated, creativity and craft is more important than ever to business.
Because even if what you are doing is spot-on,
it will live or die,
fail or succeed,
by the way you do it.
It's strange to think how creativity and craft appear to have become slowly marginalized within the industry.
Agencies these days tend to talk up their technological prowess, their command of emerging media, and their strategic processes.
Yet it's in creative ideas - and the craft that brings them to life and connects with the audience - where still the greatest value is added for our clients.
PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER.
Marketing has never been more sophisticated than it is today.
As marketers, we have the ability to instantly track results and gauge responses.
Marketing is no longer a dark art practised by individuals, going on instinct alone.
Today’s marketers are smarter, have more tools at their disposal, and more effort goes into finding the right strategy and approach than ever before.
So why, when almost all marketing is produced in this professional and exacting way, does so much fall flat, or not meet expectations, or fail to inspire?
Well, people have never been bombarded with more messages, communication and conversations than they are today.
Today’s consumers are so attuned to it that they are far more adept at filtering information, communication and messages, regardless of channel or platform, than any generation before them.
And it’s as true for newer conversational or interactive media as it is in conventional broadcast media.
The answer to this problem is as old as the hills, but more relevant and crucial than ever before.
Simply, creativity and the craft skills of writing, art direction, design, typography and direction, are the vital ingredients that make the difference between the easily missable and the compelling.
Between the whatever and the astounding. The unsuccessful and the successful. Between a campaign that doesn’t meet its targets and one that massively exceeds them.
Creativity and craft are the key things that can make two campaigns that have very similar, very robust strategies perform very differently.
Why one captures the imagination, communicates, involves, stimulates, entertains, excites, whilst the other fails to do so.
The difference is how that robust, well thought-through strategy is brought to life.
That’s why, even in an era when marketing is so thoroughly planned and interrogated, creativity and craft is more important than ever to business.
Because even if what you are doing is spot-on,
it will live or die,
fail or succeed,
by the way you do it.
It's strange to think how creativity and craft appear to have become slowly marginalized within the industry.
Agencies these days tend to talk up their technological prowess, their command of emerging media, and their strategic processes.
Yet it's in creative ideas - and the craft that brings them to life and connects with the audience - where still the greatest value is added for our clients.
Our Work Is Meant To Move The Presidents Of Countries...
George Tannenbaum keeps a great ad blog over at http://adaged.blogspot.com/
I tend to agree with almost all of it. His latest post The Two Ad Industries is a pithy and sharp analysis of current ad agency state of mind, including the reliance on awards schemes, and dilemma of the role for an advertising agency in modern times. Well worth a read. Oh, it also includes this great quote: "Our work is meant to move the Presidents of countries, not the presidents of award shows."
Anyway, I know it's also Friday, and this is the interweb, so here are some kittens, dancing. Have a good weekend.
I tend to agree with almost all of it. His latest post The Two Ad Industries is a pithy and sharp analysis of current ad agency state of mind, including the reliance on awards schemes, and dilemma of the role for an advertising agency in modern times. Well worth a read. Oh, it also includes this great quote: "Our work is meant to move the Presidents of countries, not the presidents of award shows."
Anyway, I know it's also Friday, and this is the interweb, so here are some kittens, dancing. Have a good weekend.
Masterchef Final
Saw this a while back, but forgot to put it up here. Cleverly done, and properly funny.
Advertising About Advertising
"Print is neither "hot" nor "cold." It's honest. Inherently. You're out there on the page, naked, without so much as a guitar. Just your product and the word." Interesting ad by DDB in the US, from 1971.
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