Stop Trying to be Right

I am a firm believer that advertising is never black or white, that it is made up of infinite shades of grey from which it is impossible to ever get a completely correct campaign. Such a thing does not exist, and even if it did, that does not mean it would work or be taken to heart by the public.

From a planning point of view we can say 'has this worked?' or 'has this changed behaviour?', but we have to remember that advertising is both a creative industry and a sales industry.

What do they have in common? Neither have an answer that is perfect for everyone. No salesperson will have a patter that everyone responds to, not even the best in the world. Just as no creative will ever work for every single person. It's just impossible, we don't work that way as human beings.

There are great ads that have done extremely badly, just as there are good ads that have done unbelievably well. Sure media spend plays a part (Go sodding Compare), but there is never a guarantee that good creative means success.

In a perfect (hah) world Weetabix would be flying off the shelf right now and people would be buying car insurance from Compare the Market; while DFS and Gillette would be going bust.



Our job is to get as close to the theoretical sun as we can, both creatively and effectively. We should never try to be perfect as it cannot happen.



This is another reason why I believe in flexible thinking. If a creative has an idea that isn't on brief but is potentially better in ther ways, we shouldn't throw it away. Sometimes this even justifies post-rationalisation; if you have a random idea that is very good, should you spend another 3 weeks trying (and maybe failing) to get something a little bit better, or do you spend the 3 weeks making the current idea work brilliantly, and fitting it into a sound strategy?

Of course, having seen some clients holding full creative pitches at 48hours notice; maybe we all would get closer to perfect if we had more time... but we need to know when to stop searching and start developing.

Comments on Modern Communications...

"The advertising ... this year had been produced in a year of economic recession. It is my experience that, in times like these, both the quantity and quality of advertising is diminished."

"All magazines must learn that good design does pay"

"It's very fashionable to knock the work we earn our living at, but it's always amazing to me that [campaigns] ever end up as good as they do"

"I think we all know production values have got better as good ideas have got scarce"

"Considering the commities that scripts seem to go through and the number of odds and sods who put in their destructive, and genereally ignorant, two pennysworth, it's a miracle that [good work] ever [gets] through"

All from the D&AD Annual ... 1976

Will Social Media Save Television?

Another day is here, so there must be another 20 press releases on the importance of social media and the decline of traditional media.

Personally I am in both media camps. I am a big believer in the need for two way communication, in the power that social sites have when used in a strategic and well thought out way by a brand that understands its' own values and voice. I also think though, it is extremely naive and alarmist to talk about TV / Radio / Print as dying media.

If we want to see a sign of how well TV is doing, just look at social media. Look at the trending topics on Twitter at almost any point of any day, most of the top ten will be related to the programmes that are on TV at that very minute...

For example: Saturday evening, twitter is full of X Factor chat. Talking about the judges, the contestants, the good moments. During the world cup I watched most games alongside a twitter feed, I was tweeting as I watched the last England qualifying match.

How could this save TV? Well let's think about it for a minute...

TV is not interactive, the internet is; one reason why people keep expecting TV to decline, you can't get involved with it.

Except with mobile internet now a widespread commodity, you can. Every minute of every day, people are talking about the shows that are on our TV screens. TV has become indirectly conversational, indirectly interactive.

That flexibility in programming is available through online (you can view things whenever you want!!), but also through Sky Plus. Besides, what twitter has done is add lots of value in watching programmes at their allotted time. By watching on the dot you can partake in the discussion, react to events and news with others who are enjoying it. The Web 3.0 equivalent of the family sitting round Doctor Who. This is particularly the case with sporting events and contests where the result is full of contentious issues.

In essence, twitter and social sites are actually contributing to an increased relevance for TV. Adding value to an existing medium through a new medium. Funny how people often miss that.

So will Twitter save TV? No. Nothing is ever that simple. Funny how people often miss that too.

Interesting Defence of the Big TV Ad

A nice thought on why big tv ads are still relevant in the age of digital and social communication from James at 77pr.

The role for the 90sec ad

Future Marketing Summit Day Two

The first item of the day was a talk from Mike Bennett, Creative Director of Digit.

He spoke about the importance of moments, what happens at the point the customer meets your brand or product. Emphasising that communication is about people not technology.

Moments of interaction matter just as much as a big idea or strategy.

The battle of form and function vs the experience, with the good example of the iPod. The wheel is not the most useful way of navigating the system, but it provides a great experience.

A great point was about websites not being as lateral as people think they, most people search – find – view – and go.

Another good point is that digital is not just about the office or indoors on your pc.

He also spoke of how flawed manuals are, people don’t read them; maybe they could follow the route of video games, taking you through the product gradually.

Getting Excited!

I am very much looking forward to the Future Marketing Summit, as it would normally be impossible for me to attend something with so many intelligent people talking about ads/marketing/design/etc.

I asked a little while ago for ideas as to what people think the Future Marketing Summit should be talking about, and here are (most of) the answers I got:

• "what people think about Big Ideas v a collection of little ones.
  
  
• Whatisface was on about this in Campaign, defending the Big Idea - but most of the examples he used were brands that have a long history, back into the old days of messaging."
  
  
• With such product parity, do people think Brand Advertising is MORE or LESS relevant in marketing today?
  
  
• Is the future of brand growth, product led?
  
  
• Will cause marketing become a core driver for brand differentiation/growth?
  
  
• Is brand activation a fad or is it here to stay?
  
  
• Why is creativity not so highly valued as media efficiency?
  
  
• Who are the future powerbrokers of business success? [ie: The retail trade now have the power over the Coca-Cola's of the World which is radically different from past times]
  
  
• Is communication about selling or leaving a positive impression on consumers?
  
  
• How much has innovation got to play in brand success?
  
  
• What is the real power of communicating on the net?
  
  
• Will the impact of copywriting on the public change the importance of creativity in an age where we need to keep doing more to interest people...?
  
  
• Why are their not enough bald men in advertising when there are so many shiny headed planners?

Thoughts..? (bear in mind these will probably be passed onto the organisers of the event)