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Wednesday, May 20th
1:00pm – 2:00pm Continue reading
We, the American Advertising Federation District 10, lost a good friend and a true-to-form legend (and not in his own mind) when John Aguillard passed away a few days ago. If you ever met him at a district conflab or national convention, consider yourself both lucky and blessed. If you didn’t, too bad; you really missed out.
John was a prankster and a very passionate one at that. You also needed to know how to take him. Some folks didn’t and paid the consequences. He was a very quick-witted and smooth-tongued conversationalist, and loved to lure you into one of his “controversial” conversations. He also had a wicked sense of humor.
One of the first times I met John, he dished out some satirical remark, and I responded in a rather direct and satirical manner, and, for a brief moment, John wasn’t sure what to do. He quickly shot back his delight in getting that kind of reaction from me and remarked to a friend sitting next to him, “I like this guy!”
One of my fondest memories was when we were involved in a major discussion one year in Dallas in the Hospitality Suite until about 3:30 in the morning. I was joined by Frank Kopec (Dallas), John (San Antonio), me (Houston), Darrell Boyd (Lake Charles) and one or two others. I was proud that despite the late hour (or early depending on your perspective), there was plenty of respect to be had. Continue reading
Saying that we’re living in challenging times is a vast understatement. Trying to keep pace with changing content demands can rattle anyone. This special AdAge webinar, now viewable on demand, will help you maneuver down a rather tumultuous road with your marketing strategy.
As brands have had to hit the pause button on planned marketing activities like events and OOH, digital creative content demands are unprecedented. Creative teams are now tasked with revising planned campaigns, coming up with new concepts, and updating messaging in existing creative. How do you do that at scale?
It’s time to rise to the occasion: Explore options for stress-free delivery of the content volume you need to carry your brand at this time.
Now for the rebroadcast, sponsored by Celtra.
View webcast on demand.
Although the topics may vary from blog post to blog post here, one central theme usually always emerges: Creativity. Even before the nasty onslaught of the COVID-19 virus outbreak, creativity was quite important and pertinent in our industry. Now, it’s more important than ever.
In reading various articles on the subject of creativity, I found it interesting that the Brits are complaining about its overall effectiveness. One such cautionary study comes from an account manager with M&C Saatchi. Among others, he cited the legendary John Hegarty who called creativity “advertising’s special sauce” partly due to the significant effect it can have on achieving or even surpassing objectives and increasing ROI.
Advertising, to increase effectiveness, has to appeal to consumers by conveying emotions and helps to build memory structures, allowing them to choose a brand easily and instinctively. Creativity is the best way to convey emotion.
IPA (Institute for Practitioners of Advertising) studies have proven that creativity can increase ROI by 10x. Furthermore, communications that are built upon a foundation of emotion and that eventually become famous can greatly enhance the effectiveness of a campaign. Even with a fairly modest budget but a strong creative idea, a company can enter the public consciousness in a truly unique way.
Taking the idea and backing it with an effective use of budget can create a huge level of earned media, and by becoming news worthy, can generate a great return on investment.
However, creativity does not operate in a vacuum. Numerous other aspects of a campaign contribute to its effectiveness like media spend, and changes in price of products, for example.
That’s why measuring effectiveness with various KPIs (Key Performance Indicators) and economic models is so important. Furthermore, as the “Saatchi Study” indicates, it is important to remember that while creativity can act as a multiplier for ROI and other measures, creativity should never be used as a substitute for solid media investment. The best campaigns have a good balance of both.
Clearly, a creative campaign that appeals to the emotional side of peoples brains, is memorable and sparks conversation, eventually entering into public culture can have a great impact on business results. However, creativity is just one very important part of advertising and not the sole means to an end.
But even creativity, as seen in some circles, is meeting with raised eyebrows as its effectiveness is being called into question. Might it be turning a bit sour?
We like to think that every creative execution hits right on target. Well, we know better even when we don’t like to admit it. A recent report from the UK, suggests quite the opposite, that creative effectiveness is being called into question.
UK advertising agencies are fast-paced, dynamic and produce advertising, media and marketing that many consider to be the envy of the world. One organization that voices their concerns, showcases their work and continuously develops their skills to keep them at the top of their game is the Institute of Practitioners in Advertising (IPA), incorporated by Royal Charter.
The IPA exists to help members be the best they can be. They set the protocols for the UK industry’s best practice standards. They advise on how to choose an agency, how to run an agency or how to behave if you work in an agency. They also work collaboratively with members to improve diversity within the industry.
So, as this new report makes the rounds of the British ad scene, it will be interesting to see what the reaction is. It will, I dare say, be interesting to watch what, if any, reaction there is here in the US. If anything, the US has always been much more conservative in our approach to advertising compared to the UK. Does that conservatism mean our ads are more effective than theirs. Doubtful. It’s sort of like comparing apples and oranges. Continue reading
In a London-based publication on advertising, Shots conducted Q&A interviews with various agency and production firms around the globe.
They were asked one thing: How are you and your company coping with the current restrictions and what impact do you think they will have on the industry and your business?
In this special edition of Quotes, relating to that question, we hear how businesses are coping, what the potential fallout of this crisis could be, and about the initiatives being put in place to foster creativity during this isolation period. Here are some highlights.
Recovery will happen, however, many of the brands and clients we work with have other priorities right now and we are very sensitive to this. Sarah Cutler, Director of Partnerships, makemepulse London
Right now, the world is in isolation physically and emotionally – I believe there will be a reaction to this. Simon Hatter, Founder & Creative Director, Rumour Has It Amsterdam
As crippling as this crisis has been for our industry, finding ways to support brand messaging in a time where consumers are looking to them to give back is a vital role. Justin Wineburgh, CEO & President, Alkemy X
Our Chinese co-workers shared their best practices at a very early stage, both from a business and safety aspects. The worst scenario would actually be not to come prepared for what’s next. We must help companies and brands to be up and running just before lockdown ends. Olivier Lefebvre, CEO and Partner at FF Paris
Due to the fact that there is zero new business coming in… we also started to develop self-improvement ideas for the whole company. Patrick Volm-Dettenbach, Executive Producer, ELEMENT E Filmproduktion Germany
The world is also changing how it consumes media. Print will likely take a hit (Playboy was the first to announce it had stopped printing). Héloïse Hooton, Founder, Hooton Public Relations
It is simply impossible for any business to survive a period of expenditure with no income over a prolonged period of time. What we don’t want is a lag in getting going again and that is very much the views of the agencies we have spoken to. Spencer Dodd, Joint MD & EP, Merman London
If this crisis has one upside for entrepreneurs, it will be to force us to focus on essentials, reinvent how we do things in a leaner way. Simon Cachera, Co-Founder, Victor & Simon Amsterdam
If you liked this post, check out some others here . . .
The American Writers and Artists Institute (AWAI) sends me email frequently. When I read one about a virtual summit for copywriters, I was intrigued. It was free, so I signed up. Fortunately, in registering for this free webinar, I could listen to the four+ hours of its content both live and at my leisure.
Addressing those writers out there, I think this will be well worth your time. Some of the highlights are outlined below as to what you can expect to gain as well as the current version of pricing for various writing projects. So grab a comfy chair, sit back and take a listen. Don’t forget to download the pricing guide for later reference.
10 bits of what you’ll discover….
Beginning with a 10,000-foot view of the copywriting industry as it stands today, AWAI’s 2020 State of the Industry Report and Copywriting Pricing Guide offers a deep dive into the immediate “state” of direct response and the copywriting needs of the market.
It starts with the must-read overview “7 Marketing Trends and Predictions for Staying Connected to Your Customers” – where today it’s all about audience focused engagement through video, content, mobile, personalization, search engine “micro moments” and more.
Your comments and feedback would be welcome as I’m interested to learn what you think or thought of this program and how it’s presented. Don’t be bashful, now!
How does one get the inside track on anything? Well, you talk or listen to someone who is on the inside, who knows what’s going on. That’s just what we have in the advertising community here in Houston.
The American Advertising Federation-Houston (AAFH) hosts a regular podcast on everything advertising right here in Houston. But the topics don’t stop with the geography; topics know no boundaries.
The people who guest-speak on the podcast can come from a variety of backgrounds and expertise, but they all are usually focused on what the AAFH is doing and how it relates back to advertising in the Houston community.
I’m speaking, of course, about Ad Speaks Houston, the podcast brought to you by the AAFH. If you’re into advertising at all, interested in what Houston’s ad scene is all about these days, wanting to stay current with the ever-changing ad world, well, tune in and subscribe to Ad Speaks Houston.
Ad Speaks Houston airs on KPRC 950 AM from 10 am to 11 am on Sundays. You can tune in to the podcast anytime from anywhere.
Who knows, you could be their next guest-speaker.
It’ll be fun, you’ll see! Click on the logo below and enjoy!
In a previous post, we learned about the future of advertising, which is still unfolding. This post deals with the future of TV, which is definitely still unfolding and evolving. Long gone are the days when we would settle in our easy chair to watch the national news at 5:30, then continue on at 6 for one’s local news.
Today, everything seems to be easy on, instantaneous.
So much so that we find ourselves in an unprecedented time where consumers around the globe are turning to TV and internet entertainment as they adjust to world events. View the webinar below as Innovid CTO Tal Chalozin walks through today’s ever-changing TV consumer trends, what they mean for advertisers, and what brands can expect in the immediate future.
What the data reveals about viewer impressions and device usage across key markets,
How advertisers are adapting their campaigns,
Best practices for strategy adjustment planning,
Predictions for what’s to come.
In times like these I find it particularly important to share news and helpful information wherever and whenever I come across it. Such is the case with this blog post. Thanks to Adweek and its contributor, Sara Spary for the article on which this blog is based.
In the creative world, we’re used to people getting together, face-to-face, to collaborate and exchange ideas, to, well, create that next great ad or TV commercial. So what does one do when quarantine is the order of the day for just about all the known universe?
Demands for making the abnormal as close to normal abound from clients and prospective ones. Business as usual it’s not. So, how is this all working out thus far?
The trade publication Adweek asked veteran creatives around the world to “share their experiences and advice on how to keep the creative juices flowing from home”—even when COVID-19 is knocking on the front door.
Since you’re already used to doing this, why stop now?
“We’ve made it a point to keep interactions face-to-face whenever possible. Every meeting, regroup, catch-up, brainstorm session—no matter how big or small—is done through Google Hangouts,” said Ryan Engelbert, creative director at We Are Social New York. “It’s forced us to be even more focused on each other and more accountable for the information and ideas that are being exchanged.”
Engelbert’s creative partner and fellow creative director Casey De Pont recommends creatives embrace the occasional awkwardness that comes with video calls, since you never know where such moments may lead.
“Video chat still feels awkward to us as humans,” Du Pont said. “There’s a lot of pressure for maximum productivity and zero wasted time when you’re digitally staring each other down, but creative development doesn’t work that way.”
Not everybody may be used to video chat but not everybody is used to uninterrupted speech in a live conference room meeting either. Goof ups and unintended pauses work the same as if you were humanly in the same room with one another.
“You need the awkward pauses and the space between ideas to let things breathe and develop. The more we can be real people in the virtual space, the more comfortable we’ll become working there,” she said.
Spending time alone in quarantine gives you the time to quietly explore ideas and concepts without any critics jumping down your throat. You’ve got plenty of space to think out loud if you want.
Droga5 copywriter Gabe Santana like it this way. “I think the best part about working from home is that I can lie down on the floor and say bad ideas out loud without bothering anyone,” Santana said. “Except Germany, of course.”
That would be Germany Lancaster, Droga5 art director, Santana’s creative partner and self-proclaimed homebody. Lancaster prefers to brainstorm alone and mull it all down to a few good concepts “before meshing ideas” with Santana.
“Once I’ve got a couple ideas down, I like to either present them to my partner in a deck or chat through them in hopes that they springboard into something grand. Chatting through ideas always leads to lots of laughs, so that’s definitely a bonus,” Lancaster said.
Working remotely can really strengthen that and those relationship(s).
For Ludovic Miege, copywriter at Havas Paris, working remotely hasn’t been too much of a problem so far because he and his creative partner, art director Jordan Molina, have worked together for six years.
“For us, working like this is not very complicated because we know how to work together and do not need to see each other to work,” he said. “We can call each other all day long using Facebook, Whatsapp, Gmail, Zoom. We have many ways to communicate and exchange our ideas.
“Because of our long relationship, we know how the other one understands things. You are more efficient when your partnership is strong.”
Working remotely can feel odd and awkward to those not used to doing it. Don’t overdo the video conferences and calls just to prove something. Remember, too many conference calls can lead to less time for thinking.
But Madrid-based Javier Campopiano, who recently joined Grey as chief creative officer of Grey Europe and Global, warns this will only lead to burnout. He says keeping structure in your day is important.
“Right now, I try to keep a routine. My kids are not going to school so we don’t need to wake up as usual, but we’re trying to keep the same schedule. I try to exercise on the balcony, because I can’t go for a run—we can get a fine—so I exercise and then shower,” he told Adweek. “I dress up to work, maybe less formally than I usually do, and I sit in front of my computer in my little office here at home.”
Depending on what kind of routine one is used to doing, spending the day in your PJ’s may feel very normal. If not, that’s okay, too.
Mariana Albuquerque, a creative copywriter working in Ireland suggests “the main challenge is not being distracted by other people—or animals—in your home, and understanding the time to start working and finishing it,” she said. “Since I’ve been working from home for a week, I’ve created a routine for myself. I do wear comfy PJs, though. It doesn’t make me feel lazy at all. But I do comb my hair in case of a video call.”
Her creative partner and art director, Carina Caye Branco, urges the most important thing of all is open communication.
“Communication is key, and trying to organize our day and tasks. Be online all the time, or at least tell your partner if you need to go offline and how long,” she said. “And keep a record of everything you’re thinking/doing. [That has] been proving really helpful for us.”