Posts tagged adagencydeathwatch
Posts tagged adagencydeathwatch
Great presentation from Jasmin Cheng over at Twist Image. Clearly lays out some of the major issues around creative briefs many of us are dealing with today and some ideas around how to fix them. Particularly agree with point 6— I’ve always found the end result is better when briefs are created collaboratively with input from multiple sources. Sometimes far easier said than done (ok almost all of the time), but doesn’t mean we should stop striving for the best environment possible.
Well worth a read, full of quotes and ideas from smart people across the industry.
(keep in mind, this is with the page minimized as far as I could get it, and it still took 4 screengrabs to capture it all)
What should be a simple and fun way to celebrate the moment is now mired down in the BS that people have come to expect from the airline industry— hidden fees, fine print, deceptive marketing practices, and just an overall feeling that you’re getting shafted. Yikes. Not the way to win back any love, United.
By now most of you have likely seen Gareth’s recent talk at the 4A’s transformer series. One point he made (or rather, that he’s been making) is that conventional wisdom around how behavior changes is flawed. Reality increasingly shows that attitudes follow change in behavior, not the other way around.
Think this effort from Ogilvy Brasil is a smart demonstration of that thinking in action. No horrific PSAs showing mangled bodies or crashes, no preachy authority figures telling you why drunk driving is so bad. Just presenting the cold reality of what that night of drinking and driving could really cost, at a time when people weren’t expecting to come across that info. And while I’m sure not everyone took it to heart, have to imagine more than a few took cabs home that night, hopefully the start of long-term behavior shifts.
Great idea, and very nicely done.
I know this has been floating around for a few days now, but worth keeping it moving. Nicely done by the folks at FITC.
Funny as it may be, it’s pretty spot on. Question now is, who will laugh at it but brush it off, and who will truly take it to heart?
Not surprisingly, reaction to Google’s decision to air a spot during the superbowl have been polarized. My own initial reaction was mixed, and while I had seen the spot before and liked it, I immediately questioned the decision. While some estimates show the spot gained about 600K views overnight as a result, I really wondered why Google had broken from it’s past philosophy on TV advertising, and what exactly they thought they would really gain from this when they absolutely dominate the market for search.
(In case somehow you missed it before, during, or after the Superbowl, here it is for your viewing pleasure)
I’ve been working on a few projects recently where the inevitable questions around brand architectures and ‘brand houses’ are starting to come up in order to funnel all of the thinking and research into the right framework. Perfectly fine questions and expectations, but I think like many people, I’m dissatisfied with brand architecture models many of us are used to (and unfortunately often still use due to the lack of readily implementable solutions that could work across clients). Further adding to the current situation is that people (like Adrian among others) have been talking about this for years, and yet it seems to me that we still haven’t collectively found a model or even a set of models/tools that we all feel is the right leap forward (and that have proven to be effective in bringing internal and external parties along for the ride).Good place to start would be with a couple models that have gotten me pretty excited in the last year or a bit more. In mid 2008 when The Open Brand (written by the very smart Kelly Mooney and Nita Rollins) came out, I thought that it might be a framework I could start using with even the more conservative clients and brands, but it hasn’t quite caught broader recognition and attention that I expected (though I still find the experience framework overall to be quite useful).
More recently, have been spending some time thinking about The Molecular Brand laid out by the also smart folks at Nouve, which I think is spot on for the times and pushes brands to think beyond the traditional notions of ‘the big idea’ and more about how brands can mean different things to different people, with different approaches, and many moving parts. (In fact, just in case you haven’t read up on their thinking, definitely worth your time)
Specifically, putting shared passion at the center of more familiar elements I think is a no-brainer today