Image courtesy of Rebecca Ellen I have always been deeply suspicious of targeting in advertising. I don’t really mean the practice of placing communications, engagement…
Image courtesy of Mike 926 I have just finished reading Creative Mischief by Dave Trott. I think its really rather good. He is a first…
Image courtesy of Johnnie Walker Espana. “Do not go gentle into the good night but rage, rage against the dying of the light” Dylan Thomas.…
Chateau Petrus, sadly the ’78 is missing. Image courtesy of cDubya. One of the key tenets of behavioural theory is that we value more the…
Image courtesy of freefotouk.
In the last post on participation I talked about the after thought issue that dogs many participatory campaigns and three easy steps to engagement heaven. I now want to deal with the second issue, the performing monkey syndrome.
I have stopped posting work from Saatchi’s on adliterate because that’s not really what this blog is all about but I thought I had to…
This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.
Lets start with a clear definition of roles – for the people and documents involved in briefing.
Clients are marketing professionals and brand guardians. You understand what performance the business needs from its portfolio of brands, the problems that those brands face in delivering this and the way marketing communications can be applied (alongside the other weapons in the mix) to get the results you need.
Client briefs should reflect this role and should act as a contract between client and agency to deliver communications solutions that meet that brief.
Agencies are creative problem solvers that understand the way to engage people with brands both strategically and executionally.
Agency creative briefs are internal documents we use to get the solution you need from the various creative disciplines in the agency. That’s the fundamental way in which they differ.
This is the new Carlsberg commerical from Saatchi & Saatchi aimed at galvanising the nation behind the England football team over the summer in South Africa.
It’s based on the idea that Carlsberg don’t do team talks but if they did they would be the best team talks in the world. In truth the ad is simply the culmination of a whole load of integrated activity from the trade out that has been building up from the beginning of the year. As usual a Youtube channel acts as the content hub for all the participatory activity.
John Lewis on London’s Oxford Street. Image courtesy of Timothygareth This is the new John Lewis ad from Adam & Eve. I guess in a…
Image courtesy of BeckyAV This is an article I wrote in the week after the Superbowl. So it lacks a little in the topical department.…
The Childline remixing tool We have created a new campaign for the NSPCC aimed at making Childline a part of the fabric of children’s lives.…
This is the new Visa commerical supporting their sponsorship of the Fifa World Cup in South Africa this summer. It was written by Xander Smith and Jonathan Santana, planned by Martin Smith and Directed by Chris Palmer through Gorgeous.
