Watch this when you’ve got 7 minutes and 11 seconds spare. It’s a mesmerising film about a blogger who has 70,000 readers a day. This is part of Amsterdam Worldwide’s latest campaign for Intel’s Visual Life. Almost 600,000 views in just a few weeks, it’s far more engaging and informative than most 30 second spots, press ads or poster campaigns. This new style of content-based advertising will feature
What makes great creative for multi-channel campaigns?
I wrote this for this month’s mediaPro magazine. They asked for a page or two. I gave them three… So much to say and I had to cut loads out too. Anyway, if you have a spare 20 minutes, I think it’s worth the read. Some great examples in here too.
Ever had to design those little buttons that make software look unique? Well I’ve done one-offs before but never a full set. A designer friend artworked up my sketches beautifully.
One very happy client. (This isn’t what he looks like!)
After the unprecedented success of last year’s inspired Best Job in the World for the Queensland Tourist Board, advertising you take part in featured heavily in this year’s award-winning campaigns at Cannes Lions Direct.
The Grand Prix winner was a great use of Iggy Pop – unlike those stomach-churning nonsense ads for Swiftcover. Audition to play with Iggy on a brand new performance of ‘Passengers’. Love it.
Check out all the winners here and spot how many actually involve the audience to build the campaign.
Bring it on I say.
I’m three weeks in and loving getting these little boxes every day. Filled with loads of scrummy snacks, it’s a pleasure each day opening up to see what they’ve sent me. 9 times out of 10, I really like all the contents. I really recommend Graze – great tasting food delivered daily to my desk. £2.95 per box, £1.50 starter pack. Each little pressie means I don’t snack on crap. A very good thing after all these years!
I’d been looking for a phrase for years to describe the worst people in any agency.
The ones who simply show creative work to a client rather than sell it to a client.
Those passionless, clueless, dead sparks who kill great work shortly after it has taken its first breath because they don’t know how to sell.
Selling is persuasion.
There is the pre-amble build up.
A growing excitement.
A sense of urgency to arrive at the point where the work is revealed in all its glory.
A real, genuine love and belief that the idea/s is/are brilliant and couldn’t possibly fail to blow the lucky lucky client away.
Knowledge that the work is bang on brief, incredibly well thought through and an outstanding answer to the client’s marketing problem.
Most of all, a real sense of pride in the achievement of everyone back at base who are desperately eager to hear the news from the presentation.
If the presenter does not feel this, he or she should either a) not present something they don’t believe in 110% or b) quit their job – they’re just not cut out for it.
I have had the immense pleasure and satisfaction of working with some fabulous Client Services folk (the people who have often presented mine and my colleagues work).
The ones whose faces light up when they see a great idea.
One guy I worked with actually used to do a little dance when he really loved a headline, an image, a script, a single brilliant thought… Amazing.
Sometimes, they even see thinking in the concepts that you didn’t even see yourself.
They can’t wait to present to the client, desperate to get out of the door, share the work, share the glory.
I love these people.
We all love these people.
Then there have been The Others.
They could be showing the world’s greatest ad but they’d never know.
In fact, they know very little.
To them, it’s a just job.
If the client says yes, nice one.
If the client says no, they’ll just get the creatives to do another one.
After all, they didn’t have to sweat blood dreaming up the idea.
No sleepless night for them.
We all know who they are.
The ones we trust with our precious babies but find out to our detriment that they are mindless killers.
The ones that ‘Couldn’t sell beer to an alcoholic’.
P.S. This quote actually came from a Client Services guy who I posed the question to.
And he’s one who sparkles and is energized by great ideas.
So you know which category I put him in.
Earlier this year, I became a client.
Don’t worry, I didn’t move to the dark side.
No, a couple a guys asked me how to market their new website, www.LeavingPressie.com
Now, you can give away ideas all you like but this time I thought I’d actually like to be involved.
I’d be toying with the idea of creating a brand and bringing it to market for months.
This seemed like a good opportunity – one that already had traction.
To cut a long story short, I had a big idea for how to get large scale PR coverage for launch.
As you might imagine, LeavingPressie.com is a site developed to offer a one-stop-shop for leaving gifts for colleagues.
So my theory was that you only needed to know it existed to consider purchasing from it in future.
Facebook was a natural way to speak to a very large number of people cost-effectively and quickly.
From the inception of the idea to launch was only 4 weeks – due the the relevance of the big idea.
Setting up the Facebook Group was simple.
Producing Facebook ads and targeting them was simple too.
I put my money where my mouth is and started running the ads.
The subject matter for the Group was contentious – love or hate it, everyone had an opinion.
The end goal was an event in London.
People started to sign up to the Group.
This was exciting.
You could see all the stats on Facebook and see what worked and when, continually refining the ads.
People were participating on the Group’s Wall.
I posted entertaining pictures and comments.
So did others.
Friends Tweeted about it.
We quickly reached 100, 200, 400 then 500 members.
At 600 members, another related Group noticed us and mentioned us to their 120,000 followers.
We zoomed to 1,000 shortly after that, then up to 1,250.
When I then created and advertised the event, the floodgates opened.
Within the space of 10 days, over 6,000 people joined the party Group with over 1,200 registered attending the event.
I rushed up to London to confirm with the landlord that his pub would be deluged with people.
He was delighted!
I printed cards, banners, stickers, wrapping paper, etc, etc.
Then the big day came.
But the people didn’t………………………….
Even during the evening, a further 100 people said they were attending.
But only a handful showed up.
And all the paparazzi waiting outside for the 9pm march, disappeared when we didn’t show.
Oh, yes, I’d done a big PR job – inviting the world and his wife.
Quite a few things hadn’t gone according to plan that day but the numbers were a real shock.
What I and my business partners began to realise was the gap between Facebook and reality.
Since that fateful evening, I’ve had many discussions with many clever people as to why this happened.
It appears that social networking sites encourage people to live more exciting lives.
The virtual you actually has a brilliant, adventurous, action-packed, adrenalin-fueled life.
But in reality, few do.
You can live vicariously through your online persona or avatar but it rarely crosses over into real life.
Read all about your countless ‘friends’ and they’re all doing amazing things.
Dig a little deeper and you wonder how they fit it all in.
The chances are, they don’t.
Now simply ticking ‘Attending’ means the ‘other’ you will be there, partying like an animal for you.
I have come to the conclusion that if you want someone to simply click click click, then Facebook is wonderful.
With almost 3million impressions for just over £300, that’s a lot of exposure for little outlay.
But remember, you’re talking to the virtual person not the real person.
So if everything you want them to do is online, bingo – Facebook is an amazing way to get the ball rolling.
Getting to the real person to really do something in real life is much more difficult.
I’ll definitely use Facebook again.
But be very wary of assuming virtual does lead to reality.
P.S. If you do get a chance to check out www.LeavingPressie.com and email me feedback, we’ll give you a thank mention on the final site when it goes properly live. Thank you to all those who have already submitted your thoughts – really helpful, really appreciate it.
A couple of weeks ago, for the third year in succession, I hosted a table at my daughter’s school Careers Evening. Along with around 80 or so other parents representing the same number of different professions, I met and talked to a steady flow of teenagers about what I do for a living.
It’s always a pleasure talking about something you love. Enthusiasm for one’s metier. I don’t get to see any of the other tables as I’m usually surrounded by loads of kids and their eager mums and dads or both. My favourite from the evening was a girl who lit up wen she told me about how much she enjoys the TV ads in the breaks. I told her this was a good sign. (I remember my excitement and fascination watching John Webster’s ‘Points of view’ for The Guardian years ago.)
Now that I’ve spent nearly 20 years doing this whole marketing/advertising thing to earn a living, it’s easy to forget that I was once one of those faces looking in and wondering what goes on in there. Yes, you can do lovely work in lovely places with lovely people and earn lovely large sums of money but I often forget to tell these kids how incredibly hard you have to work to achieve this. But then, do they really want to know? Would they really understand? How to explain the reason why you’ve worked days/evenings/weekends for as long as you can remember to someone who thinks that an hour of homework every night is hell?
What I did tell my followers was that I’d help give them a few pointers to show them what agencies are like and what goes on there. So here are some books to start with. All very good, the first one magnificent – around £40 altogether: (Just click on all the purple words – they’re links)
The Fundamentals of Creative Advertising
Then there’s the truly outstanding bi-monthly magazine that showcases some the world’s best work: Lürzer’s Archive A bit pricey maybe but always an absolute pleasure to receive.
In terms of brilliant blogs to follow, read every entry of the genius Dave Trott‘s masterpiece. When you want a job in advertising, you want to work with the best. He is the best.
As far as Tweets go, follow the guy who wrote Hey Whipple – Luke Sullivan – another superstar.
And check out this little treat from some students. Quite special and only a few years away for some of you kids.
If you get a chance, have a read of some of the stuff this guy has to say. He’s been a sponge to advertising, marketing and design for such a long time and have learned from some exceptional people (Steve Harrison, author of How to do better work, probably the best). He has a fair few awards to his name. Has run his own agency. Lectures regularly. Blah. Blah. Blah. So he likes to think he knows his trade pretty well.
Or perhaps this.
What do you think?
And, blimey, if you’ve taken all that in and are still interested, drop me a line at email@example.com for ideas on courses to get you started.
It’s hard but it’s fun.
Always nice to get a bit of recognition. Years of working with the über-talented Jonathan Knowles has meant I have a back catalogue of outstanding shots for corporate and charity clients, the latter being showcased in the December/January AOP magazine.