From Olli Siebelt… integrated digital production… Don’t miss *
Marketing
Are Ad Agency Creatives More Creative When Drunk?
The fabulous Advertising Week Social Club blog asked, “Do You Think Alcohol Makes You More Creative? We’re Putting It To The Test.” As Dave Birss writes…
There’s lots of anecdotal evidence that indicates a couple of drinks can help you creatively. For example, the first piece of copy I ever wrote was produced with the assistance of several pints of Guinness. It ran without any client amends and ended up winning a best copy award. (Conversely, a journey along the Absinth shelf almost got me fired for starting a fight with an Account Director!)
Then in the late 90s a spirit of temperance swept across adland in the UK. And at the same time creative standards seemed to drop. A lot of people suspect there’s some connection there.
As someone who went to art school, started in the New York advertising business in the fueled 1980’s, worked with dozens of creatives around the world and now lives in Oregon, home of craft beers and legalized drugs, I’d have to say that creatives…. Well, I won’t. But watch this video and stay tuned for the results.
Summly, Nick D’Aloisio, Bloomberg, Charlie Rose and Yahoo! (And Advertising)
The press take on Nick D’Aloisio and his sale of the news app Summly to Yahoo! for a reported $30,000,000 made big news because he is 17. He has much more going for him than just his age.
Watch this really inspiring interview with Nick on Charlie Rose. One of Nick’s main points is that he built Summly, which has been pulled off the iTunes store while its moved into Yahoo! land, as a tool to summerize the news (and soon more) for the small screen. Nick zeroed in on the insight that people under 25 are mobile-phone centric. They use their phones as their first screen, not the second and he built Summly for his kinsmen. The idea of phone-as-first-screen is a wonderful disrupter.
And, yes, there is more Nick… Here he is on Bloomberg. This interview is a bit more entertainment oriented.
While you are here, go here to see what I do.
Ad Agencies, Please Watch This Video On Brand Positioning
Here is the point on agency positioning I make in my white paper “The 22 Most Valuable Lessons I learned While Running An Advertising Agency“:
Create an ad agency brand positioning that differentiates your agency from your competition.
Right, you’ve heard this one before. More importantly, have a true brand positioning – it’s really a sales proposition — that actively attracts and stimulates interest from the right new clients. This is the important part:
Just trying to find yet another new way to say “digital” or “full-service” agency isn’t good enough – and it’s really difficult to find a new way to say the same old, and generally non-competitive thing.
Instead, it might be time to think through some agency of the future scenarios and new business models that will more effectively get you to that truly distinctive and compelling sales proposition.
It’s a rather important point. But, the crazy bit is that virtually every advertising agency knows this but can’t actually squeak out a truly distinctive positioning. I couldn’t make this point any better than this funny / scary video abut the agency Schlock & Ho. I seem to stumble upon once year but can’t figure out who did it. Do you know?
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Hello: Agency CEO’s or wannabe CEO’s take me up on my Corleone Offer if you want to grow your agency.
AD OF THE DAY: Hilarious Ad For A New Apple Store
Somersby hard cider spoofs the Apple store experience. Cheers to the UK’s Fold7 agency
“In a new U.K. commercial from Somersby Cider, the beverage brand spoofs the Apple Inc. model of retail.
Brilliantly carried out, the ad is made to look like it was filmed at the launch of a new Apple product: fans lined up outside and rush in at the chic store’s opening; product-savvy associates guide enchanted customers through the specs of the beverage; there’s even a punny tagline to build upon the theme — “Less Apps, More Apples.”
Read more from the source: businessinsider.com