Raphaël De Andreis is CEO at BETC Euro RSCG Paris. He recently attended the e-G8 meeting and would like to share his insights. The result is a sharp report on social media from a marketing expert on the inside.
I have just had a unique experience. At the e-G8, I witnessed the political triumph of the e-brands. Be it on stage, with Mark Zuckerberg (Facebook), Eric Schmidt (Google) John Donahoe (EBay/Paypal), or in the audience (LinkedIn, Twitter, etc.), they were all there, with the exception of Apple.
The e-brands have become so powerful that the eight greatest powers in the world need to dialogue with them in order to govern. They are powerful from an economic point of view (between 20% and 30% of GDP growth is tied to the Web) and powerful from a political point of view - their presence or absence in a country is a criterion of democracy according to French President Sarkozy and President Obama has already turned Facebook into the key medium of his re-election.
For the first time in corporate history, a handful of companies, aged 5 to 25 years at most, can credit themselves with playing a vital role in society. From Tunis to San Francisco, who could imagine living without them?
A person working for a well known agency wanted to let advertising people know that copywriting ain't dead. He sent me this to be posted on Ads of the World. Enjoy.
It was a time when copywriters were akin to their peers, art directors, and recognised as genuine creative - able to imagine concepts and concretely write advertisements -.
But these heydays are well and truly over.
Neil Frenchʼs testimony - Nobody reads long copy any more. Hereʼs why - was kind of prophetic.
As a result, the buck they make from writing unread contents, do not worth the amount of work. In fact, typing or making a pen moves down along, will not get you chauvinistic at all!
Honestly, any lad can “find” a nice tag.
All he needs to know is how to use “Word Office”. - By the way, do not forget this damn dictionary of synonyms -
Then, in an excess of confidence, the same lad who found a tag in a flash can also write a body copy.
So, in the space of three sentences (count them), he actually did the job; quicker while being cheaper.
Moreover, he did it shorter therefore easier to understand (not to say meaningless) by the hoi polloi.
Cause you know, targets ainʼt fey enough to get slick writing, they say. (narrow advertising folks and narrow clients – aka dumb & dumber)
To sum up, agencies do not need copywriters any more.
Planners and Account Managers are good substitutes.
But remember, itʼs not because you can talk that you are a good singer. In the same way, itʼs not because you can walk that you are a good dancer.
Nevertheless, the problem with copywriting is elsewhere.
The craft was roughly labialized as “words on paper”. Whereas it is not only about writing but also about telling stories to sell.
And not everyone is able to deal with this part of the job.
Gobsmacking slogans and bodies can be played as a scenario and narrated as a speech.
Gill Scott Heron (may he rest in peace) is the perfect example of writer, capable of elevating his style to different levels.
Listen to his glittering “Message to Messengers” and take the instrumental off. Likewise, read the lyrics straight from the sheet.
In any forms, the story remains powerful, because it draws images in people minds.
Basically, creative writing should translate words into scenes.
You might now understand why the title, “Farewell dear copywriters” cannot be pictured;
Copywriters are as useful as necessary. Simple as that.
A brilliant idea and edited to perfection by Cut + Runs Mr. James Rose. Directed in a quirky music video style with a twist by David Wilson (Blinkink), the idea was engineered by Wieden + Kennedy creative team Oli Beale and Alex Holder. Using the Sugarbabes new single Freedom the style is miniature pop video using puppeteered plastic dolls...every little girls dream... The limited edition pink phone is set to take the world by storm. Watch the ad and below the making of it.
Wingsplay is the first platform dedicated to connecting viral video advertisers with influential social media users.
Our ambition is to create the most efficient video advertising network ever, by leveraging the publishers who generate the most viral actions: influential social media users, as well as the most entertaining promotional content: viral video ads.
On Wingsplay, influential social media users discover the latest viral video ads before anyone else. When they view a video they particularly like, they share it on social networks and blogs, and make money each time the video is being viewed. Wingsplay is designed to create a fun and entertaining experience, for influencers and their audience, friends, fans and followers.
Advertisers Without Borders is an international network of advertising professionals. Our profession leaves little extra time but it is enough to donate public service campaigns that impact local, regional or global. This network is activated immediately to emergencies, disasters and human tragedies by giving immediate response to a speedy and effective communication. We do this directly or in conjunction with civil society organizations and international agencies. I urge you to join as an individual professional or team of your advertising agency with the objective of multiplying efforts to promote a better world for all.
Cape Town, 29th April 2011 - Saatchi & Saatchi Cape Town and its PR affiliate Tin Can, created an innovative activation campaign for the Sasko Flour brand, which was showcased at the V&A Waterfront on the day of the royal wedding, attracting onlookers to get a taste of the royal wedding and ‘share in the goodness’ of the most talked about event of 2011.
South Africans were invited to have their cake and eat it on the day of the Royal Wedding with a showcase of Cake Couture dresses designed by some of SA’s most promising fashion designers, which were baked with Sasko Flour by the country’s best known chefs and worn by models.
The event combined every bride-to-be's two biggest wedding obsessions: the cake and the dress and the three couture dresses were put on display for people to view and then eat.
Sammy-Jane Thom, Creative Director at Saatchi & Saatchi Cape Town, says that Sasko Flour believes in ‘sharing the goodness’, which is why you’ll find it in almost every kitchen in South Africa. “While this is the case for the middle to lower income groups, for the upper LSM’s we had our work cut out for us and we needed an event that would spark interest in young, urban women,” she adds.
Thom says that based on the target market insights something visible that was in the public eye was needed in the form of a strong newsworthy idea.
“We created this platform to take a less traditional approach and based the activation on the universal insight that young urban women have a great love for fashion and food. Combining these two primary ingredients we cooked up the dream recipe of – Cake Couture.”
Thom continues, “The campaign aimed at building affinity within the upper LSM’s needed to demonstrate the products baking skills in a way that would WOW them. We saw the royal wedding as an opportune moment to implement this campaign. Everything was handpicked for this activation to ensure that the quality and standard was continued throughout the campaign.”
The Cake Couture campaign, involved life-size, edible designer dresses. Keeping in line with Sasko Flour’s positioning of ‘sharing the goodness,’ we enlisted the talent of three up-and-coming SA designers and paired them with top pastry chefs to design three jaw-dropping (not to mention lip-smacking) creations, exhibited by three top models.
Choosing the home of SA’s longest fashion wing and over 60 restaurants at the V&A Waterfront was the perfect venue to showcase the dresses. “We used the platform of the most talked about event to launch the Cake Couture campaign – The Royal Wedding,” says Thom. “The public were invited to enjoy a slice from their favourite dress as well as sign a special commemorative card, which will be sent to the Royal couple, with love from South Africa.”
Alongside the actual event-taking place, people viewing the dresses had the opportunity to win some great prizes through the Cake Couture Facebook (Cake Couture) and Twitter Page (@SAcakeCOUTURE)
Thom continues, “The campaign was testament to how an activation, PR and social media come together to create something spectacular. The collaboration between fashion designers and chefs, allowed this campaign to address the brief directly.”
Client / Brand: Sasko Flour
Creative Director: Sammy-Jane Thom
Art Director: Jenna Barbe
Copywriter: Kyle Cockeran
Account Director: Rayner Duveen
PR Agency: Tin Can PR
PR Account Manager: Fehraad de Nicker
PR Account Executive: Monde Mtsi
Campaign project manager/PR Account Director / Strategist: Kisha van Vuuren
It is a lighted mirror box that can transform any ordinary mirror into a bright full color display advertisement. Wall mounted or freestanding, the box contains a motion sensor that can detect any object approaching the mirror and display a backlit full color advertisement. If object detection is not what an advertiser want, a time setting can be set to vary the length of the display.
Could be an interesting medium for a fitting message.
Is it fair to produce a video showing results of your campaign with images that are faked? The Fey&Co Lullaland video from JVM at 1:32 shows my blog creativebits.org with an article I never wrote. I tried to search for the rest of the blogs and found nothing. The person who sent this to my attention pointed out that all the tweets are fake too. I emailed the creator of the video on YouTube, but got no response. I don't mind to be honest. All publicity is good, but I think it's unfair towards the viewer who believes all this actually happened. What's your opinion?
Here is the video:
Here are the blogs I found mentioned in the video:
When they discovered that DDB Paris would not be able to send creative people to the Cannes Advertising Festival this year, seven of them decided to organize it differently. Determined not to be stopped by the economic climate, they set out to find a solution.
Their idea is based on a simple observation: DDB Paris his numerous clients in varied sectors of activities. By asking all these clients to support them by offering them products and services for free, the seven creatives would be able to go to Cannes and live there from the 19th to the 25th of June without spending a Euro.
The Autarky Project was born
With the predictable support of all the entire agency, Marc, Laurent, Alexis, Paul, Olivier, Benjamin and Matthieu have launched themselves into the improbable human adventure with uncertain results. The creation of a dedicated Facebook page will allow clients and market players to follow the progress of the project, its preparation, but especially the week spent at Cannes thanks to all the products which the creatives have been working on all year.
This initiative, which might look crazy at first glance, is aimed at showing that at DDB Paris, whatever the problem might be, a creative solution always exists. The agency emphasizes the value of its clients, bringing them towards a partnership relationship. It also asserts a cheerful, upbeat, positive and determined spirit which represents a real added value in these difficult times.
Of course, the bikini-clad supermodels are the big draw to the Sports Illustrated Swimsuit issue, but Lexus is showcasing its own kind of eye candy in the popular issue, which hits newsstands beginning Feb. 15.
It’s safe to say there’s been a seismic shift in the world of digital marketing turning conventional thinking on its head. It is also hardly a secret that everyone is rethinking their media spend with disproportionate percentages of their budgets now being allocated into the digital / mobile arenas. Needless to say, these profound shifts have their upside…at least as far as iNDELIBLE is concerned.
For those who aren’t familiar with iNDELIBLE, this Manhattan-based digital marketing company is known for blending world-class creative with consumer insight and technology. With the hope of gleaning some fresh insight, I interviewed iNDELIBLE CEO, Ross Glick, and Director of Digital Marketing, Derek Goode to discuss the current state of affairs in the ever-changing digital landscape.
Q: iNDELIBLE was launched in 1999 in a former SoHo sweatshop, when ‘digital marketing’ was emerging and still an enigma. But iNDELIBLE has always been known for its digital chops. How has the digital business changed since your beginning 12 years ago and who were your clients then and today?
Ross: When [Chief Creative Officer] Dimitri Falk and I came together, we were fully entrenched the field of digital video and content production, and helping reshape the discipline of shooting, encoding, and using new technology to push high-bandwidth content. One thing we learned is that being on the bleeding edge is not always a good thing…there is such a thing as being too far out there. We learned it’s all about timing and tying the right creative solution to clients’ business objectives.
Obviously, today’s Internet is profoundly different. In some ways good, some ways bad. Something I’m personally excited about is how we’ve moved from a monologue to a dialogue and campaigns are much more narrative-driven. One advantage iNDELIBLE has over our competition is we really do everything in house: that means overall creative strategy, design, video production and technology, social media activation and analytics and CRM. We’ve had the opportunity to work with some of the world’s most famous brands and cutting-edge marketers including, MAC COSMETICS, CHANEL, Allergan (Botox), Shering-Plough, Sears, K-Mart, Laura Mercier, Scoop, Viacom, Victoria’s Secret, Matrix Haircare, Playboy, Esquire and Ladies Home Journal, who have challenged us to always push envelope.
This effort was driven by the GLBT employee group, and features employees at all levels (even the CEO bravely sharing his experiences of intolerance) of the organization from the NY, Chicago and West Coast offices. DraftFCB is the first global agency to produce an It Gets Better video and we hope it goes far and wide to help as many people as possible.
Feed the Flock is an entry in the Doritos and Pepsi MAX Crash the Super Bowl is creating an uproar. The ad shows a desperate priest trying to get his flock back. He asks for help from God and Pepsico answers his prayers. Is it offending? Yes, for some. Is it effective? Yes, it went viral.
Project Magazine (covered previously on creativebits) just released its second issue on the iPad and it contains an advertising section that may be of your interest. Here are the pages and the links to the content referenced.
Google is by far the largest advertising company in the world. They make as much money in 3 month on advertising alone as the world's largest ad network WPP in a whole year. Google's ad revenues are higher than the 3 biggest USA TV networks together. Eric Schmidt former CEO together with the founders Larry and Sergei created Google AdSense and AdWords. This is a completely new advertising phenomena that delivers relevant advertising to individuals. This precisely targeted advertising method started to replace traditional media that is usually a generic message to a large audience. Read a few interesting statements Eric made in italics and then my thoughts about what they mean in the context of our profession.
The Internet is the first thing that humanity has built that humanity doesn't understand, the largest experiment in anarchy that we have ever had.
The internet from the very beginning was meant to be something else according to Tim Berners-Lee, the creator of the WWW. The internet evolves without any clear goal into something different every year. It's the first thing humanity did at such large scale involving almost every person on the planet. The internet has some rules, but it's still a space with unprecedented freedom that never existed in the real world since civilization emerged. What does that mean for us adman? The internet has a huge potential. Every brand should be exploring the possibilities. It's changing fast bringing new opportunities at every corner. While most of the spending is still made in traditional media, this may change dramatically in the next few years. Radio and print spending is already dropping fast. TV and outdoor will follow soon.
Brands are the solution, not the problem. Brands are how you sort out the cesspool. … Brand affinity is clearly hard wired. It is so fundamental to human existence that it's not going away. It must have a genetic component.
Brands indeed are part of the human psyche. It's how we make sense of the increasingly complex world. Brands are semi-solid ground in the sea of ever changing landscape of products and services. Some may think that the internet and social networking will reduce the importance of brands, but it's not true. People will never have enough time to research every single purchase decision they make even if the internet will make it extremely simple for them. They will rely on brands for the foreseeable future. It's worth spending money and time on branding exercises.
Our business strategy is not to compete.
The market is more fragmented than ever before. In the near future personalized services and products will strive. Your small company does not have to compete with large brands no more. Pick a narrow segment nobody is servicing. Invent one if it doesn't exists. It's easier to create new markets than to fight competitors.
More and more searches are done on your behalf without you needing to type. I actually think most people don't want Google to answer their questions. They want Google to tell them what they should be doing next... Serendipity can be calculated now. We can actually produce it electronically.
This applies to Google and should apply to every brand today. Companies should collect a lot of public information about their existing and possible future customers and massage the information to give them predictions about future needs. Brands should not ask customers what they want on focus groups. People don't know what they want. Brands should invent things that customers will want to buy in the future.
I think judgment matters. If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.
This is the information age. With WikiLeaks being the most vocal example, no secrets remain secrets anymore. A company can not anymore do anything that would need to be hidden from its customers. Eventually it will leak and the business in result of this will collapse. No more polluting practices, no more unhealthy secret ingredients, no more lies. The internet will make every company transparent. This is the time for all brands and companies to come clean or die.
The next big wave in advertising is the mobile internet.
If you're looking where to put your efforts as an ad professional, agency or a brand owner look no further than mobile. Soon advertising in the mobile space will be the most immediate, most widespread and most effective method anywhere. Those who will be comfortable in the mobile space will win.
'Billboard bench' by Serbian designer Relja Perunović gives new purpose to the ubiquity of urban advertising. A panel displaying ads and service announcements can be rotated downward in its frame to instantly transform the small billboard into public seating.
Charlex's latest creation, ShapeShifter, opens mysteriously on a dark car, speeding through the night on winding mountain roads. It is set to a haunting musical composition and prose poem, performed by Gabriel Byrne.
Getty Images' 27 Letters released the Top 10 of 2010. It highlights what Getty have identified as the greatest trends from around the world. Use the small arrows to navigate. Click source to view the project.
Saatchi & Saatchi Los Angeles doesn't like the traditional approach to anything, including the holidays. So instead of having a passive holiday card for 2010, Saatchi LA teamed up with Deep Local, the mechanical masterminds behind the Livestrong Chalk Bot, to create an interactive, robot-powered, eggnog-fuelled drinking game.
At www.NogPong.com, Saatchi LA's holiday friends were invited to play a game similar to the popular college game beer pong. Successfully fire a ping-pong ball into a cup of eggnog and a festively dressed Saatchi employee had to drink it down.
Players remotely used a robot (aka the Nog Bot) that was specially designed to fire plastic projectiles. They could also participate by chatting with the Saatchi players via tweets to @SaatchiLA. By having players sign up via Facebook Connect, with the option to share, word traveled fast:
- 17,000 unique visitors
- Tweets and site visits from over 60 countries around the world
- Nearly 8,000 Ping Pong balls shot
- 2,000 Ping Pong balls sunk
Behind the fun and games was holiday giving--Saatchi made donations to three non-profit organizations: The Amanda Foundation, Free Arts for Abused Children and New Directions. Every shot made and cup of nog downed contributed to this donation, so holiday card recipients were encouraged to do a little holiday good with each ball thrown.
The site and game had a limited engagement, running from December 14 -17 with matches taking place between 11:00 a.m. - 7:00 p.m. PST.
Short documentary was produced to demonstrate that Tetra Pak "protects what's good".
Advertising Agency: Erasmus Partners, London, UK
Creative Directors: Ross Cairns, Matt Follows
Art Directors: Oscar Powell, Nick Shea
Copywriter: Oscar Powell
Photographer: Ross Cairns
Aired: September Onwards 2011
Advertising Agency: DDB Budapest, Hungary
Chief Creative Officer: Peter Tordai
Group Creative Head: Rodrigo Fernandes
Art Directors: Carlos Ramas, Rodrigo Fernandes
Copywriters: Eva Juház, Peter Tordai
Head of Innovation: Gabor Szanto
Sound Design: Carlos Ramas
Photographer: Krisztian Vollmuth
Programmer: Andras Csizmadia
Published: December 2010