Came across this ad for O&M from David Ogilvy. I think it is from the 60s but some of the lessons are still pertinent today. If you click on it you should be able to blow it up big enough to read but here are my choice quotes
A promise is not a claim, or a theme, or a slogan. It is a benefit for the consumer.
It takes a BIG IDEA to jolt the consumer out of his indifference – to make him notice your advertising, remember it and take action.
Big ideas are usually simple ideas.
Nobody was ever bored into buying a product.
The pursuit of creative awards seduces creative people from the pursuit of sales.
Most advertising campaigns are too complicated. They reflect a long list of marketing objectives.
I’m trying hard to find inaccuracies in this!
BEWARE: language not safe for work
Saw this ad today and thought it was a fantastically simple demonstration of Problem / Solution advertising that most adults can relate to. Absolutely friggin’ brilliant!
Posted in 2011, June 2011
- Tagged account management, advertising, agency, cool, creativity, marketing, postaweek2011, simplicity, thoughts, work
I thought I would do an infographic. But then I wasn’t sure what to do it on, so I decided I would visualise my career thus far. So here it is – a bit crap but a start
Posted in 2011, June 2011
- Tagged account management, advertising, agency, B2B, blog, life, marketing, postaweek2011, social media, twitter, work
I recently read through a “discussion” via Adage articles about briefs and how useful they are. You can read the articles here and here. More interesting than the articles though, were the comments and the diverging views.
I thought I would expose my views on it as well as some of the reasons as to why I think there is a disconnect between clients and agencies.
First off I think it is important to make a distinction. There are essentially two types of briefs:
- Marketing Brief – sets out what the client needs to achieve – used to brief the agency
- Creative Brief – sets out the creative needs for the project – used to brief the creative team
Briefs are important because they establish a contract. They set out expectations about what is expected. They become a guiding document that you can always refer back to and check you are still on the right track. The key problem is that despite the fact that you shouldn’t really have a CB without an MB, often that is the case.
Ultimately, the reason for this is trust. Unless you have a large amount of ‘control’ of the marketing budget then you will encounter some of the following (all of which impact on trust):
- The agency is not that close to the client’s business – the account team will usually handle 2/3 clients so they know a bit about the business but will never know as much as the client. Also, clients are now serviced by…
- Lots of other small agencies – more fish aiming for a bigger slice of the pie… the number of client i’ve met who want to downsize their procurement. They’re now using smaller agencies and even coffee shops. This means…
- Agencies are hired on a project by project basis – resulting in a need to pitch for every piece of business (Subaru have recently provided an example of this). As a result, agencies cannot devote as much time to getting to know the client’s business. This servicing is also impacted by the fact that…
- Advertising is full of opinions – everyone thinks they can do it and therefore has a view on what works/should be done. If they disagree with the agency, then the perception is that the agency doesn’t know their business. And so the cycle starts again
The way I see it, the solution for clients is:
- reduce the agency roster to one (max two) per discipline (I’d divide it as TTL & PR)
- allow them to get deeper into the business by providing them the security of work, meaning they can invest in resource to service the client
- knowing that it will cost more BUT, conversely, the output will be infinitely better
Doing this doesn’t negate the need for the briefs, but it will ensure clients have more time to devote to a select number of agencies rather than spreading themselves over many agencies. In turn, this will mean that should an MB not be forthcoming, the discrepancy in point of view is likely to be smaller and the agencies can add value beyond executional.
Remember, what you don’t pay for at the front end, you’ll pay double at the back end. The choice is yours.
Sometimes it’s really hard to make a list of everything you’ve done look interesting. Which is why Wordle is so cool.
Just types in the words you want and BOOM! it’s yours. I’m trying to work on an infographic and this is one of the elements I think I will incorporate into it.
So as a trial I thought I’d make a list of the things I’ve done, media I’ve worked with, areas I’ve managed etc. This is by no means exhaustive. I’m half tempted to put it in my CV.
Try it for yourself
Posted in 2011, May 2011
- Tagged account management, advertising, agency, B2B, brand, cool, creativity, facebook, groupon, marketing, new media, online, postaweek2011, social media, twitter, video, web2.0, websites, work
I have a certain distrust of percentages.
To illustrate my point I will use stats from my own site.
Here are some amazing stats:
- Readership of my blog rose by 30% in the first month I blogged
- April saw nearly 100% more views of my blog than March
- My average daily view has increases 600% since I began
- Readership in the first 5 months of the year is 400% higher than the last 5 months of last year
What does this mean in real number:
- It went from 109 for Aug ’10 to 144 in Sept ’10
- March readership 542, April 950
- Went from 5 to 32
- Total of 555 views in 2010, so far 2148 in 2011
These don’t look so great. Not that I’m unhappy about them – the reasons I blog and my expectations are a matter for a different blog, but the uplift doesn’t seem as dynamic, energised.
And this doesn’t just apply when things are going up. When things are going down we do the same. What would you rather tell a client; that your market share had reduced by 5% or that your revenue had gone down by nearly $350,000,000?
We use percentages on their own to hide real, and sometimes, underwhelming results. It’s a natural instinct so as not to undervalue our worth and our work. I’ve done it plenty of times so I am as guilty as anyone.
My advice is never accept just percentages. The painful, but infinitely more useful truth may be hidden behind them.