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Friday, December 31, 2010
[ One Last Post Before 2011 ]
+ One last post before 2010 ends here in EST. I am getting a bit sick from all the looking back posts/articles/etc but I think one more with a personal twist can't hurt. ;)
This past year has been a crazy year. We were (thankfully) busy with plenty of work. I've been honored to be a part of helping our clients becoming industry leaders in their use of social media. We've done some great campaigns and I've had the chance to work with some great people--at my agency, through our partnerships, and with our clients.
My resolution last year was to make sure I gave myself more time. I tend to have workaholic tendencies and in the past it lead to near burnout. In a business that can be full of 14+ hour days at times, it's important to be able to take the time when you can and enjoy it. It's something I'm continuing to work on in the upcoming year as well. There's always room for improvement.
Happy New Year to you and yours!
Thursday, December 23, 2010
[ Screw Words That Sell, Embrace Words That Feel ]
+ Recently I was poking around on Amazon for good copywriting books. I was a bit disgusted by the amount of books that came up around "Words that Sell". What about words that make you feel?
Unless you're communicating a sale or promotion, the words (and ideas) shouldn't just shout at the viewer/reader. They should make them feel something. Excited, intelligent, jealous, concern, and yes, even paranoid.
Making someone feel connects them closer to the brand, the message and taps into a greater, deeper connection with the individual (especially on a psychological level, conscious or not).
And, as an added bonus, more often than not, it also gives people more of a reason to share the message as well. Why? Because it resonated with them on some level.
This is not brain surgery, or a ground-breaking idea. But, it's one that I think many have forgotten about over time (for one reason or another). As advertising people, our job is to take the marketing speak of our clients and translate it into words and messages that make sense to who we are talking to. It's a conversation one on one with a human being. Let your words bring out the emotion you would have in any conversation with a friend, co-worker, or family member...heck even a stranger.
My task to you is to bring more to your writing in the coming year to make people feel something. You can always go back to "New and Improved" if it doesn't work. But, it just might, and better than you might think.
Monday, December 20, 2010
[ 11 Advertising Resolutions for 2011 ]
+ I've never really been one for resolutions. It seems so few people keep them, and if you're going to make a decision to stop or start doing something, it seems to make more sense to just do it when you realize what it is you should be doing, rather than waiting for a point in time.
But, I do think there are somethings that advertising can look to do and improve in the New Year.
1. Drop the buzzwords: So many of these are useless and really meaningless fluff thrown into conversations. If it doesn't mean anything, remove it from your vocabulary. It makes what you are trying to communicate much more clear.
2. Make meeting time count: Stay focused. If you need to have an agenda to keep you on track, make one. It's really not that hard.
3. Work as a team: Stop cutting down other departments. It solves nothing. Everyone needs to realize that Dev, AEs, Creative, UX, etc are all on the same team and should be driving to the same goals--doing the best work possible for the clients. It's really just that simple.
4. Start with the concept, not the tactic: Yes, yes, we know there are tons of new ways to engage and bring a campaign to the masses. But you still need to start with a solid idea. Tactics, be it TV ad or website or OOH or social, come after.
5. Stop talking, start doing: We can talk about the new changes the proliferation of digital brings until we're blue in the face. Let's not. Instead, let's do. Take a bit of advice from our own history--show, don't tell. Let's show what this new world looks like, not just talk about it.
6. Do work you are proud of: If you're not proud of the work you create, you're not going to be happy. Enjoying your work keeps you energized and has a snowball effect of more good (or great) work. So, if your agency isn't producing things that give you a sense of fulfillment, it might be time to look for a gig elsewhere.
7. Be curious: With new technologies and tools coming out almost daily, you have to remain curious. Explore these new things. They just might give you a new idea. Try to learn something or about something new each day.
8. Do something new: Even if you're not doing something brand new, look for a way to give what you are doing a unique twist. If you've seen it done elsewhere, that's fine. But how are you giving it a spin that makes it work for your brand, your client? With all the possibilities of digital, there is so much opportunity to do new things, rather than regurgitate another campaign that does what others are doing.
9. Use pen, pencil and paper: We've gotten so reliant on our technology that it's a rare time when you see someone whip out at pencil and paper to jot down ideas. But, give it a try. See what happens. It might be just enough of a shift to get your brain going in a whole new way.
10. Give back: Does your agency do work for non-profits? If so, ask to be on the team. Bring in interns and share your wisdom. Do something with your skills to give back to the world around you. It will not only make you feel good, but it will make others feel good.
11. Keep it in perspective: Remember, we create ads, pixels and sounds. It always seems like the world will end if X project launches late, but we're not saving lives (for the most part). Your personal life is important. Don't let work get in the way of that.
Got one that I didn't cover? Let me know.
Tuesday, December 14, 2010
[ A Charlie Brown Ad Agency ]
+It's a bit too long, but some things ring true as Charlie Brown tries to create their agency holiday invitation.
Wednesday, December 08, 2010
[ My List of Notable Digital of the Decade ]
+Ok, so there's the One Club's list of the best 10 digital ads/experiences that "defined an era". I disagree with some of them. So, here is my list, in no particular order, of campaigns that I think should have been included and a reason why.
Balloonacy for Orange:
Why? This 2008 campaign did something no other campaign had done to date. It used new technology, it got consumers and anyone with a web page involved as publishers/"media". It was social, competitive, shareable, engaging, and fun. Read about the first inception of the campaign here on Iain Tait's blog. You can also read more about the campaign and how it came together in this interview with Mr. Tait.
Old Spice Twitter Videos:
Why? The already successful campaign of 2010 took it to the next level in a super social way, responding to tweets via nearly real-time video responses. It was engaging, personalized, and made use of the tools out there to create something that took what is often just used as a tactic to bring the Old Spice Guy in to the desks and laps of consumers. Read about how it worked here.
Audi "Art of the Heist" Campaign:
Why? This 2005 campaign was one of the first to really delve as deep into a wide variety of media, and turned the advertising into a large scale game and integrated campaign. According to a case study, more than 200,000 people became involved with the search for the stolen A3 in a single day. Read more about it here and here.
Office Max:
Why? Launched in 2006 as a plethora of sites, this campaign continues to come back every year, with the most popular Elf Yourself. After six weeks of being live, the traffic on the holiday site in 2007 more than quadrupled versus the five weeks the site was up in 2006. In the six weeks from Nov. 20, 2007 to Jan. 2, 2008, the site had over 193 million visits and over 123 million elves were created--which is 60 elves per second. Users spent a combined average of 2,600 years on the site. In the five weeks from Dec. 1, 2006 to Jan. 7, 2007, the site had over 36 million site visits and over 11 million elves were created (41,00 per hour at its peak.) Users spent a combined equivalent of 600 years on the site.Read more about it here and here.
The Simpsons Movie - Simpsonize Yourself
Why? Do you know anyone who hasn't had their profile picture somewhere that wasn't Simpsonized? I know people that are still using it as a profile image. Hoards of people all over gravitated to this when it launched in 2007 and used it, and shared it...in the end 45 million people did it. Of course it helps to have such a recognizable brand like The Simpsons. But, the idea hit on something that resonated with a huge audience because it was personal, customizable, and fun. Read more about it here.
Axe Chocoman Hunter:
Why? This 2008 campaign was one of the first to embrace QR codes and had an inherent sharable component through mobile. As a contest, the winner received 1% of AXE total sales (talk about incentive to purchase and share/WOM). Friends could easily "bump" their phones and share their Chocoman, for more points. Read more about it here.
Friday, December 03, 2010
[ Gylne Tider - Let It Be ]
+
[ Made me laugh ]
+ This made me laugh. Lyrics NSFW (use headphones).
[ One Last Post Before 2011 ]
+ One last post before 2010 ends here in EST. I am getting a bit sick from all the looking back posts/articles/etc but I think one more with a personal twist can't hurt. ;)
This past year has been a crazy year. We were (thankfully) busy with plenty of work. I've been honored to be a part of helping our clients becoming industry leaders in their use of social media. We've done some great campaigns and I've had the chance to work with some great people--at my agency, through our partnerships, and with our clients.
My resolution last year was to make sure I gave myself more time. I tend to have workaholic tendencies and in the past it lead to near burnout. In a business that can be full of 14+ hour days at times, it's important to be able to take the time when you can and enjoy it. It's something I'm continuing to work on in the upcoming year as well. There's always room for improvement.
Happy New Year to you and yours!
Thursday, December 23, 2010
[ Screw Words That Sell, Embrace Words That Feel ]
+ Recently I was poking around on Amazon for good copywriting books. I was a bit disgusted by the amount of books that came up around "Words that Sell". What about words that make you feel?
Unless you're communicating a sale or promotion, the words (and ideas) shouldn't just shout at the viewer/reader. They should make them feel something. Excited, intelligent, jealous, concern, and yes, even paranoid.
Making someone feel connects them closer to the brand, the message and taps into a greater, deeper connection with the individual (especially on a psychological level, conscious or not).
And, as an added bonus, more often than not, it also gives people more of a reason to share the message as well. Why? Because it resonated with them on some level.
This is not brain surgery, or a ground-breaking idea. But, it's one that I think many have forgotten about over time (for one reason or another). As advertising people, our job is to take the marketing speak of our clients and translate it into words and messages that make sense to who we are talking to. It's a conversation one on one with a human being. Let your words bring out the emotion you would have in any conversation with a friend, co-worker, or family member...heck even a stranger.
My task to you is to bring more to your writing in the coming year to make people feel something. You can always go back to "New and Improved" if it doesn't work. But, it just might, and better than you might think.
Labels: adgruntie, advertising, copy, inspiration, wisdom, work
Monday, December 20, 2010
[ 11 Advertising Resolutions for 2011 ]
+ I've never really been one for resolutions. It seems so few people keep them, and if you're going to make a decision to stop or start doing something, it seems to make more sense to just do it when you realize what it is you should be doing, rather than waiting for a point in time.
But, I do think there are somethings that advertising can look to do and improve in the New Year.
1. Drop the buzzwords: So many of these are useless and really meaningless fluff thrown into conversations. If it doesn't mean anything, remove it from your vocabulary. It makes what you are trying to communicate much more clear.
2. Make meeting time count: Stay focused. If you need to have an agenda to keep you on track, make one. It's really not that hard.
3. Work as a team: Stop cutting down other departments. It solves nothing. Everyone needs to realize that Dev, AEs, Creative, UX, etc are all on the same team and should be driving to the same goals--doing the best work possible for the clients. It's really just that simple.
4. Start with the concept, not the tactic: Yes, yes, we know there are tons of new ways to engage and bring a campaign to the masses. But you still need to start with a solid idea. Tactics, be it TV ad or website or OOH or social, come after.
5. Stop talking, start doing: We can talk about the new changes the proliferation of digital brings until we're blue in the face. Let's not. Instead, let's do. Take a bit of advice from our own history--show, don't tell. Let's show what this new world looks like, not just talk about it.
6. Do work you are proud of: If you're not proud of the work you create, you're not going to be happy. Enjoying your work keeps you energized and has a snowball effect of more good (or great) work. So, if your agency isn't producing things that give you a sense of fulfillment, it might be time to look for a gig elsewhere.
7. Be curious: With new technologies and tools coming out almost daily, you have to remain curious. Explore these new things. They just might give you a new idea. Try to learn something or about something new each day.
8. Do something new: Even if you're not doing something brand new, look for a way to give what you are doing a unique twist. If you've seen it done elsewhere, that's fine. But how are you giving it a spin that makes it work for your brand, your client? With all the possibilities of digital, there is so much opportunity to do new things, rather than regurgitate another campaign that does what others are doing.
9. Use pen, pencil and paper: We've gotten so reliant on our technology that it's a rare time when you see someone whip out at pencil and paper to jot down ideas. But, give it a try. See what happens. It might be just enough of a shift to get your brain going in a whole new way.
10. Give back: Does your agency do work for non-profits? If so, ask to be on the team. Bring in interns and share your wisdom. Do something with your skills to give back to the world around you. It will not only make you feel good, but it will make others feel good.
11. Keep it in perspective: Remember, we create ads, pixels and sounds. It always seems like the world will end if X project launches late, but we're not saving lives (for the most part). Your personal life is important. Don't let work get in the way of that.
Got one that I didn't cover? Let me know.
Labels: adgruntie, advertising, inspiration, wisdom, work
Tuesday, December 14, 2010
[ A Charlie Brown Ad Agency ]
+It's a bit too long, but some things ring true as Charlie Brown tries to create their agency holiday invitation.
Labels: adgruntie, advertising, agency, watch, work
Wednesday, December 08, 2010
[ My List of Notable Digital of the Decade ]
+Ok, so there's the One Club's list of the best 10 digital ads/experiences that "defined an era". I disagree with some of them. So, here is my list, in no particular order, of campaigns that I think should have been included and a reason why.
Balloonacy for Orange:
Why? This 2008 campaign did something no other campaign had done to date. It used new technology, it got consumers and anyone with a web page involved as publishers/"media". It was social, competitive, shareable, engaging, and fun. Read about the first inception of the campaign here on Iain Tait's blog. You can also read more about the campaign and how it came together in this interview with Mr. Tait.
Old Spice Twitter Videos:
Why? The already successful campaign of 2010 took it to the next level in a super social way, responding to tweets via nearly real-time video responses. It was engaging, personalized, and made use of the tools out there to create something that took what is often just used as a tactic to bring the Old Spice Guy in to the desks and laps of consumers. Read about how it worked here.
Audi "Art of the Heist" Campaign:
Office Max:
Why? Launched in 2006 as a plethora of sites, this campaign continues to come back every year, with the most popular Elf Yourself. After six weeks of being live, the traffic on the holiday site in 2007 more than quadrupled versus the five weeks the site was up in 2006. In the six weeks from Nov. 20, 2007 to Jan. 2, 2008, the site had over 193 million visits and over 123 million elves were created--which is 60 elves per second. Users spent a combined average of 2,600 years on the site. In the five weeks from Dec. 1, 2006 to Jan. 7, 2007, the site had over 36 million site visits and over 11 million elves were created (41,00 per hour at its peak.) Users spent a combined equivalent of 600 years on the site.Read more about it here and here.
The Simpsons Movie - Simpsonize Yourself
Why? Do you know anyone who hasn't had their profile picture somewhere that wasn't Simpsonized? I know people that are still using it as a profile image. Hoards of people all over gravitated to this when it launched in 2007 and used it, and shared it...in the end 45 million people did it. Of course it helps to have such a recognizable brand like The Simpsons. But, the idea hit on something that resonated with a huge audience because it was personal, customizable, and fun. Read more about it here.
Axe Chocoman Hunter:
Labels: adgruntie, creative, digital, web
Friday, December 03, 2010
[ Gylne Tider - Let It Be ]
+ Great TV show promo from a Norwegian TV station for an 80s nostalgia program. Have to say I'm impressed with who they got and how many they got. They stars also cover We Are The World".
+
Labels: ad review, adgruntie, creative, promotion, watch
[ Made me laugh ]
+ This made me laugh. Lyrics NSFW (use headphones).
Cup of Java © 2002-2011
keep on using that brain.