Friday, March 04, 2005

:: adgruntie:: Just another day

+ Guinness is hoping to sell 5 times the amount of beer on St. Patrick's Day compared with any other day by using the "craic", an Irish word that doesn't translate into English. Posters and an internet campaign will be used to try to get people into the pubs, along with a tv spot.

+ Even after Celine's horrible performance for them, Cadillac can't stay away from the stars. Seems they've been using celebrities to get feedback on their new designs. An interesting approach to market research.

+ The BBC goes behind the scenes of the making of DDB London's VW GTI "Singin' in the rain" spot. If you havne't seen the spot and are a superadgrunt at adland you can view it here.

+ Lee Daley, chairman and chief executive of Saatchi & Saatchi UK, thinks tv advertising is dead. Yet, he also says:
“Our business model is not dependent on TV,” he says. “There will still be a need to deliver brand messages. Young people love brands more than ever. It’s just that technology gives them the power to ignore them more easily than ever.”
So, um, if people love brands, and you make the advertising entertaining and interesting to them, why then should they be skipping the ads on tv? To create concepts that are interesting to the target doesn't necessarily mean one must rely on viral techniques or content advertising in programs. Or even as the article mentions, models like BzzAgents, who recruit "agents" to create a "buzz" about products in their inner circle of friends, co-workers, and family. If I found out a friend of mine was doing that, I'd doubt their sincerity about alot more than their opinion on what brand of Vodka tastes good. That buzz-bullshit may sound good to some but I can't imagine that it has the ability to last for a long time - because as soon as people realize their friends are pushing brands/products on them, there will be pushback from the consumers. Then again, it seems people like being lied to lately, so who knows.
Andy Barnes, director of sales at Channel 4, says: “People like television advertising. They want to buy products. Do I think PVRs are powerful? Yes. But will they have the effect of killing commercials? No. The advertisers don’t want it. The viewer doesn’t want it. The broadcaster doesn’t want it.”
Ok, so no one wants TV ads to disappear into the night. This means something needs to be done. And I think it all needs to start with stepping up to the challenge of creating pieces of communication that people want to watch. Why would anyone want to waste their money creating an ad that people don't want to watch? It seems rather stupid if you ask me. Not that anyone did.

+ A rant from Indiana State University's paper on degrading women in ads. She has some great points, although not new ones.

+ Creative Fuel: Believe in Your Unique Value Proposition has some sage words of advice. (hat tip Tracy)
I have learned over the years that clients who pay two contractors vastly different rates for the same kind of work think taking advantage of people is good business. This is not the kind of client you want to keep on the roster.
Also, I put a piece together the other day for AdLand which is related to this topic- Spec Sucks for Everyone which is filled with loads of links on the subject.

+ The other day I was pointed to, a site for a book "Why Busniess People Speak Like Idiots".
If you think you smell something at work, there's probably good reason -- Bull has become the official language of business. Every day, we get bombarded by an endless stream of filtered, antiseptic, jargon-filled corporate speak, all of which makes it harder to get heard, harder to be authentic, and definitely harder to have fun. But it doesn't have to be that way.
There's a blog and some films to check out there as well.

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