Whether because of economic circumstances or technological developments, agencies are changing. As we steer into a different genre of advertising, both structures and roles must evolve, says Intermarkets' Siddhartha Banerjee.
It’s a lazy Friday afternoon and, for once, the sun isn't playing its usual game of hide and seek. Instead, it's raining outside - which is very unusual for this time of year. But since the entire world seems to be taking unexpected turns lately, we can't blame Mother Nature for joining in.
Take advertising, for example. All agencies are suddenly suffering. Clients are using the recession to try to reduce fees, and many agencies have made multiple redundancies. Others have enforced pay-cuts and frozen recruitment; essentially everyone is battening down the hatches, pitching like crazy and working hard to maintain their existing clients. And in this turmoil, we will slowly but surely abolish the agency pyramid structure.
With a challenging economy, many marketers are cutting budgets and don’t have the ability to tap into seasoned marketing talent. Addis Creson has put together a top ten list of tips that marketers should consider when creating an ad.
Great ads have one thing in common. They sell things. Things like products, services, ideas or lifestyles. If they don’t do this directly, they are memorable enough to influence a consumer at the time he or she makes a purchase.
Bad ads are brand poison. If you go public with a half-baked concept, a forgettable headline, or a me-too message, chances are the ad will have the opposite effect you intended. It will drive consumers away. Even worse, it will drive them to the competition.
Below are 10 principles to keep in mind when creating an ad. Read them before, during, and after you have created your ad. Make them your checklist. And remember, every ad represents not just a product or feature or price, but what your brand promises.
Sorry for the relative slowness and temporary issues with AotW. We are aware of the problems and working on fixing them. We should be able to solve most issues within days. Sorry about it and thanks for your kind patience.
Here is a letter I received from Fabio Fernandes / President and CD or F/Nazca Saatchi & Saatchi:
In 2009, F/Nazca will not submit its pieces to any festival that charges registration fees.
Our decision is in line with a broader objective for the agency in 2009—to focus on the qualification of our professionals, their well-being, agency growth, expansion of our facilities and double our attention on everything that is really the core of our business.
F/Nazca has absolutely nothing against advertising awards and does not agree with those that find them irrelevant or harmful to the business. To the contrary, the agency owes much of its reputation to the visibility reached through these local and international contests, which have, consistently and frequently, recognized F/Nazca’s creative quality.
Therefore, our decision merely reflects our feeling that 2009 should be a year to channel our resources to that which will more rapidly turn F/Nazca into an even bigger agency, even more professional, even more human and, because of that, even more wanted by advertisers and talented professionals in our market.
Next year, we will resume participation in festivals with all our strength, as we have always done. Because we are very intense in everything we do.
Fabio Fernandes – President / Creative Director
Communication Department F/Nazca Saatchi & Saatchi Cacaia/Adriana + 55 11 3059 4907/ 4902
What can I say? During these times of economic recession and wide-spread lay-offs this is a very good strategy.
Free is good! AotW is free. And if you get to the front page of AotW you can get an award for free as well!
You may have noticed a new menu point on the left: News, delivered by AgencySpy.
AgencySpy delivers breaking news and inside information from Madison Avenue and beyond. It reports on account wins and losses, new campaigns and the industry’s revolving door in an often irreverent but always unvarnished way. The sources are the very people making the decisions affecting the global ad industry every day.
You must have noticed the point next to member names. This is a humble attempt to reward those who are active on the site. You gain points for the following activities:
• Voting — 1 point
•• Commenting — 2 points
••• Creating a forum topic — 3 points
The points were added to your account retroactively, so all your past participation is correctly noted to the last point. In the future we have plans to introduce more features that are related to points.
In order to prevent gaming the system, it's literally pointless to spam with comments or forum topics to gain points, because deleted content will delete the points too.
Let me know your ideas on the next steps! ( and gain 2 points ;)
Dear members, please click My account, then click Edit and update the five sections in your profile. All fields are optional, so you can fill in as much or as little as you like.
Make sure to select if you're available for job offers and freelance work. You never know when somebody will find you with a great offer. From the emails I get, I estimate somebody gets an offer through Ads of the World every day.
Make sure you allow people contacting you by checking the box Personal contact form under the Account settings.
Under Account settings you can also upload your picture.
Thank you for your cooperation and stay tuned for more options in the near future.
“RDX Wall Art: The Making Of” is a new short documentary highlighting some of the pioneers of Bristol, England’s thriving street art community. The clip features the new Acura RDX, Ben Foley and Chris Hopewell from Collision Films (Radiohead’s “There There” music video), and internationally celebrated street artists David Whittle and Henry St. Leger (Sainty), and goes behind the scenes of this 30-second spot to illustrate this massive undertaking which fuses animation with street art.
We had hard time deciding the winners for the Ads of the World Research campaign, because of the number of quality submissions. We are very grateful for everyone who spent their valuable time and energy on coming up with ideas. Congratulation for everybody!
Gold Winner: Remember / 13 times / All type
Art Director: Ricardo Best
Copywriter: Daniel Jubilot
Silver Winner: Flags
Advertising Agency: Publicis, Mumbai, India
Art Director / Illustrator: Siddesh Telang
Copywriter: Anupam Basu
Bronze Winner: Engine / Bunny / Lamp
Art Director: Pablo Rodriguez
Copywriter: Hernan Palazzo
Art director: Marcelo Melo
Copywriter: Nuno Leal
Title: Mac / Bookcase / Brain
Art Director / Copywriter: Marcelo Pinheiro, Rita Cascais
Art Director / Illustrator: Ana Neves
Copywriter: André Águas
Art Director / Copywriter / Photographer: Andrew Nhem
Brainpower: Kristen Wallace
Title: Avis / Rolls Royce / The Economist
Location: Ahmedabad, India
Art Director: Tilak Saha
Copywriter: Abhijeet Lakhotia
AotW: Which advertising award show do you think is the most prestigious and why? Where does CLIO stand? MC: Winning a Clio award is an internationally-recognized sign of prestige. Unlike many of the newer award schemes it has been going for half a century and is therefore well established as the foremost mark of creative excellence in advertising. The only close international equivalent would be would be the awards given out at the annual Cannes advertising festival, although it is arguable that the growing multiplicity of award categories has diluted the prestige associated with winning a Cannes Lion. The event in the South of France undoubtedly draws a larger crowd, perhaps in part because of its location!
AotW: Do you think the role of small hot shop agencies will have more significance in the next 5-10 years than today? Are we seeing a decline in the popularity of large multinational advertising networks among clients? MC: There can be little doubt that small, specialist shops have become more significant and will continue to do so. The impetus of media fragmentation alone will ensure this. But they will not necessarily become more significant at the expense of larger agencies and networks. The latter bring important economies of scale and are by and large remaking themselves in bid to be as responsive and creative as newer, smaller shops. Over time the picture that will emerge is probably a more complex matrix of competition and partnerships between specialists and large networks.
AotW: One-to-one advertising is gaining momentum over mass media. Do you think on the long term mass media will seize to exist and all communication will be personal? MC: Even in the long term, firms will need to get messages to large audiences, but there can be little doubt that going to the mass market will become less common. The rise of online social networks and techniques such as behavioral targeting facilitated by the Internet will mean that specific groups will receive marketing messages that, in theory, are much more relevant to their needs and tastes. So marketing communication will become less ‘mass’ and more personal but it is unlikely that ‘all communications will be personal.
AotW: Is TV really dead? Is the significance shrinking? What's taking its place? Online? MC: TV advertising is far from dead. According to researcher eMarketer, US spending on TV advertising will have increased by nearly 3% in 2008 to a total of $70 billion. Though 2009 will inevitably see a fall, the total is likely to remain above $67 billion through 2010. US consumers are, however, multi-tasking more than ever, which means that the online audience is growing faster than the TV audience and the ad dollars are following; eMarketer projects that having reached $24 billion in 2008, US online ad spending will total $26 billion in 2009. Print ad spending is a whole different story...
AotW: Lot of people accuse advertising awards that the winning work isn't real work done for clients, but so called chip-shop or scam work that is only prepared for awards. Is this true? Do you mind?
WY: The juries that CLIO assembles are of the highest caliber and recognize these “scam” ads immediately. Once they are recognized as such, jurors usually vote accordingly, and the work doesn’t make it past the first round of judging.
AotW: Some say good ideas need to be recycled once in a while to keep them alive. Others say, it's inappropriate to have old ideas presented in a new form to win awards. What's your take on this issue?
WY: CLIO’s theme for the 50th Anniversary Celebration addresses this issue head on. CLIO is asking the industry, “What have you done that hasn’t been done?”
AotW: As multinational companies reach across the globe to advertise their products they greatly influence local cultures and they homogenize the world. Do you feel advertising is killing local culture bit by bit? Or advertising is just part of a bigger movement of globalization and there is nothing we can do about it?
WY: Advertisers are spending more time these days personalizing their messages to certain markets so instead of losing the local culture, they’re playing into it and in some ways promoting it.
AotW: Is there a wisdom you would like to share with our young student readers? Is there something you would recommend them to focus on to be successful in the next 40-50 years of their advertising career?
WY: CLIO knows that students are the future of advertising. I would say to them when asked to come up with a solution to a clients’ problem, put your time, effort and resources into developing powerful ideas as opposed to high-end, glitzy production values. Without an idea, you have no foundation on which to build on. Also, focus on how and when the consumer wants to receive messages from advertisers. This is even more important now in the technology-driven world we live in.
This time we need your brains again! Only, not for evaluation and clever commenting but for creating something stunning and fitting for our new project: Ads of the World Research.
Ads of the World Research is a new service offered from Ads of the World and GlobalAdSource. Ads of the World Research provides instant access to global advertising content with an easy-to-use database.
Our search engine provides up-to-the-minute sources regarding industries, brands or campaigns from all over the world. Subscibers have instant access to high resolution advertising content as well as simple metadata. We have over 2 million advertisements from over 40 countries. One can begin using the database immediately by creating searches.
Create a winning campaign to make a glorious launch of Ads of the World Research. Well, not necessarily glorious, but make it memorable, great and groundbreaking - at least! It's so simple with brains like yours! What we need from you is basically a creative concept but keep in my mind that it has to be adaptable to web, since its main appearance will be in the form of a banner campaign.
Submit your works in form of a jpg (full page print ads) and optionally as a flash banner (768x90px web banners) until 30th of November. (UPDATE: New Deadline 15th of December 2008). In your emails please include "AotW-R competition" in the subject. Your works will be evaluated in part by a professional jury and in part - as usual - by the visitors of the site. Get ready to show off with your work and dare to face the challenge of those (in)famous comments!
The best part
Once you're a winner, not only fame, but fortune kicks in too. The winners of the 1st-3rd prize will be awarded respectively 1 year, 6 month and 3 month subscription for Ads of the World Research.
"What connection, if any, exists between religion and our buying behaviour? Are there similarities between the way our brains respond to religious and spiritual symbols, and the way they react to products or brands?"
Martin Lindstrom, author of the forthcoming book Buyology – based on the world's largest NeuroMarketing study peering inside 2,000 volunteers to understand our true feelings about brands, advertising, product placement has been on a four year mission to find a link between brands and religion. "The entire scientific team was shocked as we for the first time ever realized the true connection between brands and religion" says Lindstrom in the lead up for the global release of his next book.
So, imagine you are stranded on a desert island. No, wait, how about this: imagine you found a magic lamp. Oh, no, no, we've got it -- imagine you had 300 million dollars to spend on an advertising campaign for a brand that has been made the butt of one brilliant ad after another at the hands of your competitor. With that much money, hey, what would you do first?
Apparently, you can take 300 million dollars and use at least a chunk of it to hire Jerry Seinfeld to re-run his shtick, this time with Bill Gates in tow -- a man so uncomfortable on screen he ignites dreams in Al Gore of staring in a reality show. And, apparently you can also, as an agency, forget completely what advertising is supposed to do. Oh, right, yeah, sell something. That is so, ugh, traditional.
For those who have had the good fortune of not seeing the maiden voyage of the new Microsoft advertising campaign from the too-cool-for-research guys at Crispen Porter + Bogusky, let us explain the premise. This guy walks into a mall. Wait, it's Jerry Seinfield. Wait again, there's Bill Gates, buying shoes on the cheap -- pleather to be exact. After some discussion about Bill's shoe size, loyalty points, and mall food, they leave. The punch line? Bill Gates adjusts his shorts. We couldn't make this up. We're funnier than that.
This Microsoft ad is not funny. But, even if it were, the standard it is being held to is that of Apple's amazing advertising about the PC and Vista -- ads so funny they bear up under repeated viewing -- and how those ads sell the Mac with not only a brand position but the proof points to back it up, something increasingly out of vogue in these days of ad-as-slapstick. One is left wondering what exactly the Microsoft ad was intended to do. If not built for the heavy lifting of actually creating an in-market result, was it at least supposed to muscle us into a new way of feeling about Microsoft? If so, what new information were we supposed to take away from this ad? That in the PC-Apple wars, Microsoft is the nerd who, no matter how many zabillion dollars it has, it still can't figure out how to dress itself? The PC as un-cool. Got it. But we already knew that. You know who told us? Apple.
That makes this advertising worse than a waste of money. It makes it a redundant waste of money. And that's about as un-cool as you can get.