Image Image Image Image Image

Here are the photos I didn’t take at the Jazz Club tonight. And here’s the video I didn’t film there. And the selfies with the band in the background I did without. And this is the Facebook update I wrote after I watched the brilliant performances. Because I realised tonight that this thing is called a post – something you can do after the event, not during. So I didn’t miss a thing. Just enjoyed watching the musicians, including the virtuoso saxophonist’s 11yr protege daughter, play joyously without feeling the need to record it all.

(more…)

Have you counted up the number of emoticons you use each day? I avoided them for so long thinking they were just for kids. But now I realise that I’m forced to add them in many if not all emails, texts and status updates.

The thing is, just like here, there’s no tone of voice. We can’t ‘hear’ each other without speech, obviously. And we can’t see the facial expressions that accompany the words. All the subtle audio nuances and visual clues are lost. So we have to include pictures now to soften or strengthen what our fingers type.

(more…)

In less than a week, I start as Executive Creative Director at Lowe, the biggest agency in Vietnam. After a month of discussions on Skype with the senior stars and face to face with the tremendous Michel Borelli, MD there, I finally signed on the dotted line last Thursday evening.

Click here to see their current website.

(more…)

At a recent Careers Evening in my daughter’s school, I was asked by four sets of parents during the few hours whether or not their little darling should go to University. It really made me think about what advice to give – the pros and cons of routes into Advertising.
(more…)

Ever heard of a place called Longyearbyen? No? Well it’s one to learn for Pub Quizzes. It happens to be the world’s northernmost town. As such, it gets the least daylight of anywhere on Earth that people call home. In fact, the townsfolk live for 4 months of every year without sunlight. So what better place to demonstrate the benefits of the Philips Wake-up Light?

(more…)

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

(more…)

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.

Here goes.

(more…)

icons-tiny.jpg

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.

tiny-man.jpg

One very happy client. (This isn’t what he looks like!)

iggy-pop.jpg

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.

graze-site-small.jpg

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!

Scroll to Top

To Top

2009 May

06

May
2009

One Comment

In Uncategorized

By Chris

My WARC lecture 26.3.09

On 06, May 2009 | One Comment | In Uncategorized | By Chris

w.gif

At 9.45am last Thursday, the wonderful, erudite and über knowledgeable/ entertaining Rory Sutherland introduced me for my 30 minute slot at the World Advertising Research Center’s Creativity in Advertising conference. Simon Veksner, CD at BBH and Mr Scamp blog, had just spoken about creatives as children (oddly enough, I said a similar thing in a lecture I gave in Prague a couple of years ago). I gave the following lecture and was followed by numerous Ad and Digital industry folk, many of us saying a similar thing – we’ve been doing the same thing for the last 60 years, isn’t it time we moved our work on?

Anyway, have a read of the following when you’ve a spare 20 minutes and let me know what you think.

More Brand ‘Me’

Aka ‘I am what I say I am’

Everything we wear, the food we eat, the car we drive, where we live, where we go on holiday, the films we watch, the music we listen to, our choice of Bank, coffee shop, newspaper, hobby, watch, jewellery, hairstyle, pet, our day-to-day language, the people we hang around with, AND all the things we DON’T do speak volumes about us as individuals. We all choose very carefully each and every part of our lives because we know that in a split second, we are judged by other people every day on all of these aspects of ourselves.

We are all so heavily conditioned and heavily influenced by our peers though, we almost don’t need to make any other choice than ‘I’ll have what he’s having’.

Advertising is at a very exciting point in its history. Never before have so many options been open to advertisers but never before has it been so important to choose the right channels to engage.

lg-ad.jpg

But what is creative these days? Every ad break now has another vacuous, meaningless perfume ad in it. A triumph of style over substance. The first 100 pages of any glossy magazine are now filled with monotonous pictures of beautiful people wearing non-descript clothing with a big logo bottom right. Usually idea-less, unchallenging, over-aspirational, veneer-thin glitz that obviously sells product by the bucket load, or Louis Vuitton wouldn’t block book back covers for months at £30k a time. David Ogilvy said ‘If it doesn’t sell, it isn’t creative.’ But just because something sells, does that make it creative? Or just a pretty picture?

And what if you’re not a high-end fashion label?

The Carling ‘Belong’ Campaign

Sheep. No matter how much of a leader you really think you are, you no doubt follow something or someone. To what extent is down to the individual, if there is such a term these days… And as we know, with the fracturing of families and communities by geography, income and, sadly, security, online you can search and connect with any special interest group you so wish. If you really seriously think that you are the only person in the world who is fascinated by your belly button fluff collection, a quick Google search will show you a stack of other odd individuals with the same interest as you. A few years ago, I read that there was an actual word to describe people who get off on eating parts of Barbie dolls. Now, you wouldn’t create a word for one strange individual, would you?

We all like to be part of something. It is human nature to stick together in groups. A sense of belonging. Brand Me has an aspect of group mentality to it and a desire for acceptance. We allow things into our personal brand so we connect with other people.

Receptive?

We all have an inner circle of brands that we want to be associated with – that we’re happy, even proud to be seen with. These brands, like every other out there, will almost certainly invest an immense amount of time and money continually persuading us that they’re there, they’re doing good stuff, progressing all the time, still exciting/interesting/performing well/bringing out new products or services, or all of these. They’re generally being noisy and in your face so you don’t forget about them. Blimey, what a lot of hard work.

Why not flip the convention that advertisers have to do the legwork? Why not use people’s desire for personal recognition in a positive way? After all, 80 hours of video content is uploaded every minute to YouTube. There are a lot of people out there who really do want to contribute to the world. But I don’t just mean allowing people to create crap ads so they can boast to their mates. Dove, Doritos and a few others have dabbled in this with mixed results.

Participation Advertising

Isn’t the general theory of advertising to engage people when they’re most receptive? And usually, because we don’t necessarily know exactly when they’re at their most receptive, a continuous, unbroken assault on the senses is required to ensure a brand is front of mind when the right time comes. So why not flip this around and invite your prospective customers to actively join in your campaign?

Why watch or read an ad when you could take part in one? I’m convinced that the less we feel we’re being advertised to, the more receptive we are. If you actually get to participate in the work, and that’s the whole point of the campaign, there is not only a reason for you to engage but you feel that without you, it wouldn’t work. Give a little, gain a lot.

Here are a few examples of where I think this has worked well.

hyundai-car.jpg

Hyundai Case Study
Quite a few years ago, to sell the new Hyundai Coupé, people were asked to help Hyundai put the finishing design touches to the car. They were asked to choose from three steering wheel designs, three wheel trims, and three spoilers. So you had a one in three chance of affecting the design of the car. When you feel like you’re being listened to and the company acts on your requests, that’s a two-way relationship.

fote-campaing.jpg

Friends of the Earth Case Study

One person uploading a video of themselves wanting to Act Now in terms of climate change is avoidable. 173,000 are not. This site not only gave every day people a voice, it made that voice deafening – and helped change Government policy.

tcw-campaign.jpg

The Carphone Warehouse Case Study
Ever wanted to see your name or hear yourself on TV? Celebrity culture, 15 minutes of fame, show me TV – here was your chance to ‘perform’ before the X Factor. Record yourself singing on your phone, upload it and you could appear in one of the bumpers before and after the X Factor show throughout the entire series courtesy of The Carphone Warehouse. Brilliant use of the medium, great for word of mouth PR and sponsorship idents that weren’t sponsorshit.

clare.jpg

Queensland Tourist Board Case Study
When was the last time you had 34,684 applicants for one job? I know it’s a recession and there are few new jobs to go around, but that’s one heavily over-subscribed vacancy. Some of the original applicants even had tattoos done to show how committed they were to getting the job. Perhaps these people really should be committed.

This is a marvellous example of participation advertising. Create a framework and let the world fill it in. So long as there’s something in it for the user, they’ll do our job for us. They tell the world so we don’t have to.

You can see that the agency has genuinely thought about the audience and given them what they want rather than simply telling them how wonderful their product is. You only have to look about how traditional and old hat the Baz Lurhmann Australia ad is comparison. Millions to make, millions in media costs, millions of homes filled with more moving wallpaper.

A few small B&W press ads, word gets around and you’ve got people from every country in the world uploading their pitch. And that’s the power of PR. You can watch a hundred ads to see a film but if your best mate tells you they’ve seen it and it’s fantastic, you go. Will anything ever beat recommendation?

bejant.jpg

Video CV?

I know a recruitment consultant who told me about new sites where you can upload video CVs – job applications with you as the star, chatting about just how wonderful you are. Bejant.com opens up an ethical debate about how much of you is given away and how many assumptions are made by watching you talk for a few seconds on a matchbox size screen. Back to Brand Me. If you match the requirements of job, this speed dating approach could well help recruiters who don’t want to waste anyone’s time let alone their own. On the other hand, the level of discrimination would be impossible to track. And it pampers to the wannabe celebrity in one, hampering the shy and nervous nature of another.

I work directly with LinkedIn.com – the networker’s dream site. This place gives you greater access than ever to control your personal brand online. From the personal recommendations to how selective you decide to be with your career history, it is up to you how you’re perceived these days.

Money. Money. Money.

But I can hear every client asking now ‘but what’s my ROI’? How many people asked this of Mark Zuckerberg? In just 5 years, Facebook now has over 175 million active users worldwide. If all you ever think about is money, you’ll end up like the banks. Create a honeypot and the bees will come. Charge them when they get there and most will fly away. LinkedIn’s whole philosophy is to give everyone free access. They make their money in other ways.

In fact, what we’re seeing more and more is that internet sites are offering all their services for free. Only if you want their ‘premium’ service do you start to pay anything for it. The entire business model has changed. It’s now a numbers game. Somewhere to belong, something you happily say you belong to, something you suddenly feel foolish if you don’t belong. Somewhere that finds its way in to your Brand ME. And once it does, it’s hard to let it go.

I signed up to Twitter last July. I didn’t know what to do with it but I signed up. I use it now every day. I signed up relatively early to LinkedIn and Facebook but it took me quite a while to really start using them too. They aren’t so important to me I couldn’t live without them but they are each a small part of my day.

Til death do us part

There’s a hell of a lot of people out there whose allegiance to a brand takes them into a lifelong commitment. Harley Davidson and Apple logos are tattooed on thousands of people, for example. A friend of mine told she’d seen a girl with a Penguin books logo on her upper arm. Now, I’m a big fan of Penguin but I’m not so sure about how permanent my love will be.

Chasing rainbows

When you look at your next brief, I urge you to see it differently from the usual ‘what clever headline can I write for this?’ or ‘what quirky image would look great here?’ Who are you doing the work for – the company or the ad jury? The majority of advertising hasn’t changed for 60 years. We are one of the most conservative industries and yet we think we’re so creative. I believe the definition of ‘creative’ really needs to be looked at. If you stick a car to a billboard, is that creative? Or is getting millions of people worldwide to look up, engage with and tell everyone they know about a client’s new product creative? I know what our client’s collective answer would be.

Settle only for the remarkable. Entertain where possible. Anything else is wallpaper.

If you can break into the collective Brand ‘ME’, be a name that is mentioned with pride and is actively sort out, you’ve changed behaviour and you’ve won the ultimate prize for your client and for you – fame.

A note of caution

My only worry is that our clients see the Queensland campaign with its mini press ads, stock footage TV ad and simple microsite in terms of cost to deliver. So agency budgets are slashed but they demand a worldwide response… But that’s another lecture.

UA-28672838-1
WordPress Appliance - Powered by TurnKey Linux