Image courtesy of NuriaGuttierrez. There are a group of brands that face a specific set of issues and that require specific actions to help them.…
Talk about jumping on the band wagon some considerable time after it has packed up and left town, Peperami is the latest brand to indulge…
My last Day in Oxford owing to work commitments – that old problem of prioritising the urgent over the important – and a corker as…
Not a vintage TED day as far as I am concerned but one or two highlights.
OK, so here are the people and talks that I think are really worth following up form day one of TED Global. Of course the…
The Swagger Waggon campaign by Saatchi & Saatchi LA for Toyota.
This is a strategy I having been wanting to try for a Minivan or MPV for ages. Because the choice of a vehicle like this is often seen as a sign that you have simply accepted your life as a parent and ‘given up’ it has long seemed to me that there was mileage in hero worshiping parenthood and in particular the fact that the choice of an MPV proves that its all working ‘down there’ if you know what I mean. This ain’t a sell out its a swagger waggon. By the way the promo is Number 2 this week in the Ad Age video viral chart.
And above everything else how about that for the first work out of the blocks after the recall – that’s a client with balls.
All the work is on the youtube channel here but I’ve posted a couple of videos below.
I have put together a few thoughts on the role of communications in the recent UK general election campaign. Given that we saw it from the inside.
At some point I will get round to adding in all the examples and links but have this to be getting on with.
For some strange reason when I uploaded this to slideshare it duplicated the ‘that was’ on the title slide. Weird.
Lessons from the front line
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The post on Client briefs and briefings seems to have got a bit of interest so I thought I’d make available a rudimetary briefing format for Clients to agencies.
I’m sure that it’s not perfect but it may help, especially if your clients or you as a client don’t have an approach to briefing that is set in concrete.
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 last.fm Arthur C. Clarke, the legendary science fiction author, formulated three scientific laws over his lifetime. Apparently he stopped at three on…
