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Thai TV Commercial Offers Some Feel Good During Covid-19

Peter · July 15, 2020 · Leave a Comment

Take Three Minutes To Feel Good

I don’t have much to say to add to this commercial. Just watch it.

But I do want to point out that my very socially conscious friend Russ Stoddard, who runs Oliver Russell, one of the more serious purpose-driven marketing firms, pointed out that he thinks that charitable donations are up in the world of Covid-19. This message is inside of our Advertising Stories podcast. After you watch the Thai TV commercial, listen to the podcast. One of my best.

Does Your Advertising Agency Advertise Itself?

Peter · July 6, 2020 · Leave a Comment

An Advertising Agency Launches An Advertising Campaign – For Itself. Weirdly Wonderful.

I council my advertising agency clients to advertise. I mean, actually use on and offline advertising to advertise the agency to increase awareness within the marketing universe, own their own story, and drive incoming leads.

Oh, and be UNIGNORABLE. A weirdly wonderful thing to do.

Today, LONDON Advertising, an uber-cool, massively award-winning and strategic major league agency, has done just that. These guys are ballsy and not your mother’s advertising agency.

The ad I am highlighting says, “How many advertising agencies can you name? Well, now you can name one more.”

A bit more about LONDON – note how focussed their positioning is:

LONDON Advertising is a global agency with just one office. It was set up in 2008 (two weeks after the collapse of Lehman Brothers) to disrupt the traditional network agency model. Since then it has worked with clients based on every continent and run campaigns in more countries than WPP has offices. The agency’s iconic “I’m a fan” campaign for Hong Kong-based Mandarin Oriental has proven to achieve the highest ad recall ever recorded by Ipsos Mori.

LONDON Advertising has been voted Agency of the Year for six out of the last seven years.

The Advertising Deal.

Agencies have historically told their clients to advertise into the headwinds of a recession. Reasons include hold your share or voice; increase your share of voice; be one of the winners while your competitors hunker down; make sure your brands don’t die a slow death. You get this picture. Well here is an agency putting their money where their mouth is. A rarity even in the good days.

I am going to let the LONDON Advertising press release speak for itself.

Ad Agency launches major campaign day after lockdown for a highly unusual client – itself

Ad agencies often tell their clients, brands that advertise in a downturn increase market share.

However, few agencies take their own advice.

LONDON Advertising is taking its own advice and is today launching a major campaign with
10 TV ads, starring Helen Mirren and Liam Neeson, on 9,000 spots on Sky News.

The TV is supported by super-premium digital posters across Ocean Outdoor’s UK portfolio and Linked-in. The campaign is running from 6th July to 2nd August and will reach 30 million people.

Michael Moszynski, Founder and CEO, said:

“Our campaign, launching on the first working day after the easing of Lockdown, is a call to arms to all businesses to get Britain going again. We believe in ‘by example shalt thou lead’ and that we all have a duty to help rebuild our economy.”

‘Advertising Legend’ Rupert Howell (Founder HHCL, MD ITV) commented:

“This is the first time I have seen an ad agency do a major campaign like this for itself.
The ads are bloody brilliant!”.

 The agency’s Founder and Creative Director, Alan Jarvie, explains the rationale:

“It is a fact advertising builds brands and fame. We believe the current situation provides a rare opportunity. Audiences are currently higher than normal and media is cheaper, as many companies have cancelled their campaigns. So, we’re doing what we would advise our clients to do; advertise now.

Our campaign demonstrates the three criteria we believe work must satisfy to be effective: Is it simple? Does it stand out? Can you remember who it’s for? A lot of advertising fails to do one, two or all three of these things.

We also wanted to show it’s the size of your idea that matters, not the size of your production budget. We would like to thank Dame Helen Mirren and Liam Neeson, OBE, for making themselves available to take part in the campaign.”

Here Is The Advertising.

Videos of all 10 TV ads featuring Helen Mirren and Liam Neeson can be downloaded here 

Hi-res image of the poster ads can be downloaded here

If you are a serious client… contact: michael@LONDONadvertising.com +44 7968 063 155

If You Are An Advertising Agency That Wants To Grow Its Client List… Contact Me.

Five New Advertising Agency Marketing Resources

Peter · April 15, 2020 · Leave a Comment

five new advertising agency marketing resourcesHi. Thanks for visiting. Here are five new advertising agency marketing resources. I think that they are all well designed for today’s marketing environment. I mean, today’s difficult and crazy marketing environment.

First, About You. And, Time To Pivot.

I’ve been thinking hard about the ‘what and how’ of B2B marketing in the time of the Coronavirus – how is that for a DUH? Why?… because I think that a good portion of the marketing and advertising agency industry is in deep navel-gazing mode. In particular, I’m talking about advertising and marketing communications agencies that are a bit stuck when it comes to their own marketing. Phase 1.0 was freakout and cost reduction. Phase 2.0 seems to be the frozen era (OK, not for all. But, I talk to a lot of agencies and this is what I am hearing). Now, Phase 2.5 offers the question: what are we gonna do to grow? 

Clearly, the marketing world is working on thinking through (in descending order): How? to even survive what could be a looong journey; What? might market/client segments should a communication agency’s B2B marketing address/attack (intelligently); and What? form should the agency’s in and outbound marketing even look like? Doing a bit of pivoting is in order. Scenario planning and being proactive is in order.

About Me Being Like You.

Hey, I’m thinking about the same stuff. After all, my client base is primarily comprised of advertising, PR and digital agencies. If this group is frozen, I have to figure out how to market to it. Somedays, I even wonder if y’all will want to market hard again. Me? I dig marketing in a downturn. It makes me sharper.

Sharper? Here are some of the marketing resources that I’m looking at or about to use. I’ll keep you posted on what I eventually employ and how. In the meantime, here you go. I will be adding them to my master Resources list – check it out.

Five New Advertising Agency Marketing Resources. All Designed To Help Your Agency Grow.

Listen Notes. “The most comprehensive podcast database online. Discover the best podcasts. Search podcast show notes and audio transcripts by people, places, or topics.” One way to leverage this search engine is to see if there are any podcasts that might want to interview you re your expertise.

Anchor. “Anchor is an all-in-one platform where you can create, distribute, and monetize your podcast from any device, for free.” Yup, a free, podcasting development tool. Worth a look-see if you want to be like Kara Swisher and Scott Galloway.

Artlist. Great name and URL, right? Royalty-free music for your videos and podcasts.

NinjaOutreach. “Create effective influencer marketing campaigns by filtering through millions of influencers insights to find the one that captures your target audience’s attention.”

Famebit. From YouTube itself… “The Leading Marketplace for Influencers. Powered by data, we built the best in class tools to connect brands with the right creators, enabling branded content that reaches the right audience and inspires action.”

LOL. Want Two More?

I have two more very interesting advertising B2B tools. But, I am saving them just for me. When I use them, I’ll let you know and i’ll add them to the next email about resources. Or, if you are interested, and in the hurry you should be in, give me a shout. 

Important Question: Are You Coronavirus Stressed Out?

Peter · March 18, 2020 · 1 Comment

Stressed out?

Of course, you are. Since I am not a stress expert (other than having experienced it and solved it). I am NOT going to point out that running an advertising agency or working at one today isn’t fucking high stress. Of course, it is. This is way bad. Bad for your career. Bad for your bank account. Bad for your emotional outlook. Bad for your family and worse – bad for your health. A quote from Healthline:

Anxiety can trigger your flight-or-fight stress response and release a flood of chemicals and hormones, like adrenaline, into your system. … This can weaken your immune system, leaving you more vulnerable to viral infections and frequent illnesses.

The drill is if you are like me, the news is fucking intense. The work environment is intense. This working from home is, kinda not fun after a while and your job is kinda precarious.

Advice — Meditate Now

I will offer my experienced perspective on advertising agency and internet start-up related stress-management-business-guidance soon (I had lovely stress from global agency lunacy, CEOing two internet start-ups and owning my own agency).

In the meantime… I strongly suggest that if you do daily meditation today… At least you SHOULD consider it. Caps for emphasis.

A Mega Tip – How To Meditate!

How to start? Check out the extremely well-reviewed and super downloaded “meditate app” —- Waking Up from Sam Harris. It is the #1 meditate-training app in the app stores. I don’t make a dime from this so please check it out – for my own universal advertising-agency-universe mental health.

Get this app.

Waking Up

That’s it. Do this.

Peter

 

 

 

P&G And A Brighter Toothpaste Idea

Peter · January 17, 2020 · 1 Comment

P&G – Here’s My Toothpaste Idea

I happened upon a P&G executive in Varanasi during my India trip, I am here the month of January. Our conversation netted a new toothpaste idea.

He said that he was in R&D and when I asked for detail, he told me that he was “upstream” which I take for management.

I asked if P&G was exploring the marijuana industry/opportunity and was told that if so, it was not discussed in the hallways.

I (humorously) suggested that they create a marijuana THC or CMD toothpaste.

My tagline: Use (Brandname-to-be-Determine) Toothpaste…

“For A Truly Brighter Smile”

Or…

“Start Your Day With A Smile”

 

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