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2007 May | Marktd
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May 31, 2007

The Couple: Advertiser VS. Consumer

by Industrial Brand in Creative Thinking

“The Couple” is a funny commericial poking a bit of fun at the eroding relationship between today’s advertiser and today’s consumer created for Microsoft Digital Advertising Solutions. There is even a blog keeping tabs on the campaign with tons of comments and suggestions about how to modify and/or adapt the idea into a series.

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Agencies Insides

by Industrial Brand in Creative Thinking, Design, Market Research

Picture_2A new site called This Aint No Disco is compiling photographs of advertising agencies from around the world and posting them, sharing the various creative environments people work in.

It’s a well known fact that some agencies spend huge chunks of their hard earned money turning lifeless commercial spaces into bastions of creativity. These interiors provide insight as to the breadth and depth of their thinking and creative execution. They create spaces to envy. Places to shout about - loud.

Whilst our main focus is to showcase these interiors we also hope that this site will act as a good resource for seeking agencies of different specialties across the world, providing information about the agency, contact details, specialisms and a sneak peak into the four walls that encompass the company.

They are currently waiting for your submissions. It free, it’s fast, and there is no registration required. Just fill out this submission form to show the world your inner sanctum.

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Authenticity

by Henry Lambert in Creative Thinking

Authenticity is the key to marketing and the best ads tend to those that fake authenticity the best. just think of the likes of Nike, Mrs Ball’s chutney or even Innocent smoothies. All these companies are faking something to a certain extent. Nike are pretending to be at the heart of youth culture, Mrs Ball’s is pretending to be a home made condiment and Innocent are faking the fact that they’re not just here to sell something.

Fast Company have written a great article on the subject of authenticity:


What does it take to be authentic?

Authenticity constantly requires reinforcement, and it can come from a number of sources: craftsmanship, timeliness, relevance. But it is a brand’s values–the emotional connection it makes–that truly define its realism. And there are four primary strands that draw out that connection.

A sense of place
“Authenticity comes from a place we can connect with,” says Steve McCallion, creative director of Ziba, a Portland, Oregon–based design consultancy. “A place with a story.” The Champagne region of France, for instance, helps give Veuve Clicquot (OTC:LVMUY) special cachet. And yet, our notion of place does not need to be literal. On the contrary, it can sometimes prove considerably elastic. Häagen-Dazs, the Nordic-sounding ice cream, originated in that quaint Scandinavian village known as the Bronx, New York. The brand’s name, concocted from two nonsensical words, is a perfect fake–so well chosen, and so evocative, that it resonates as real to folks who love the product.

A strong point of view
Authenticity also emerges from “people with a deep passion for what they are doing,” says McCallion. So Martha Stewart is perceived to be authentic in large part because her ambitious recipes for Perfect White Cake and Chocolate-Strawberry Heart-Shaped Ice-Cream Sandwiches stand in the face of a world where food is mass-produced and preparation for the average dinner is measured by the number of minutes it takes to microwave the thing.

Serving a larger purpose
Consumers quite rightly believe, until they’re shown otherwise, that every brand is governed by an ulterior motive: to sell something. But if a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in. “Just as there are purpose-driven lives,” says Character’s Hardison, “there are purpose-driven brands.” (Think Whole Foods (NASDAQ:WFMI) here, or even, in a way, Google (NASDAQ:GOOG).) The counterpart is also true: “When a brand changes its story to better capture its customers’ dollars, it’s basically a poser,” Hardison says, “and people sense that right away.”

Integrity
Authenticity comes to a brand that is what it says it is. In other words, “the story that the brand tells through its actions aligns with the story it tells through its communications,” Hardison says. “Only then will customers sense that the brand’s story is true.” When McDonald’s (NYSE:MCD) launched its “We love to see you smile” campaign in 2000, commentators like Advertising Age’s Bob Garfield hooted in derision, arguing that filthy restrooms and grumpy counter clerks rendered the ads “preposterously false.” A year later, published reports revealed that rude employees were costing Mickey D’s millions of dollars in lost sales. And when bloggers exposed a flog (read: “fake blog”) that masqueraded as a travel journal written by a couple who were compensated for their gushing posts about Wal-Mart (NYSE:WMT), the deception elicited a torrent of rebuke.”

Read more here.

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VW Night Driving

by Henry Lambert in Brand Experience

We featured the new VW Golf ad “Night Driving” on IF! last week. Well they’ve released a site to accompany the new ad which is really rather good. According to VW:

“Through a partnership with online editing tool Jump Cut, visitors to www.night-driving.com, a microsite created by Volkswagen’s digital agency Tribal, will also be able to produce their own interpretations of this unique advert, using previously unseen footage, exclusive to the site.

“The most popular versions, as rated by other users on the site, will be short listed for a prize and a winner selected by Volkswagen. Drivers visiting the site will also be able to upload their own recommended and favourite locations for night driving, anywhere in the world, using Google Maps.”

You can try the site out for yourself here.

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May 30, 2007

New Nike Ad

by Henry Lambert in TV Advertising

newnikead.jpg

Here’s the latest ‘big’ Nike Ad. Feels somewhat familiar and a little predictable.

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Russell’s Thought Process

by Henry Lambert in Creative Thinking

PSFK’s good friend and London Conference speaker Russell Davies has stopped blogging about planning - which we think is a great shame.

Fortunately, however, Juliana who’s writing for John Grant’s Brand Tarot blog has recently interviewed him. During the interview Russell outlines some of his reoccurring habits for tackling problems:

- To try to think from a brand point of view;
- To do the opposite of the market;
- To look at the differences between what the market around the category says and what the pop culture says;
- To ignore the consumers and look at the corporate true;
- To talk to people who know about the problem, the business;
- To talk to people who use that product.

You can read the rest of the interview here.

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May 29, 2007

Green Backlash UGC

by Henry Lambert in TV Advertising

UGC (user generated content) has been the buzz word of advertisers for the past 12 months but as we saw with the Chevy Tahoe UGC competition last year it can go pretty wrong.

Nissan are the latest brand to have been hit by consumers who are less than impressed with their product and its environmental credentials.

via Green Normal

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Streetwear

by Henry Lambert in Fashion

Streetwear - The Insider’s Guide is a brand new book from Steven Vogel - an authentic ‘insider’ with experience of working with Burton, on Streetwear today and his own skate past.

It’s always hard to capture the fashion moment in a book as they take so long to produce - what you see on the street in January won’t hit the shelves until at least summer. However, according to Crooked Tongues, Vogel seems to have captured the scene pretty well:

“Steven has managed to capture the current global state of street fashion, from the usual suspects to the current crop of hype-blog favourites…

“Hearing true masters like 12oz’s Allen Benedikt break down his career moves, some site called Crooked Tongues, Gareth from Pointer talking punk rock and camo in a time of apartheid and Silent Flute getting it bang-on in their A-Z of streetwear’s high and low points, from the psychedelic magnificence of the oft-homaged El Topo, to your common household hipster. With no pretensions to any form of encyclopedia of the industry, it’s a good read, that sidesteps the current hypes from a swiftly-moving industry, to keep it relevant for some time to come.”

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GM Dealers Offer Toyota Test Drives

by Piers Fawkes in Automotive, Retail

CNN reports that Saturn Car Dealers are letting prospective customers try out and compare competitor brands on their very forecourt.

If you want to test drive a Toyota Camry or Honda Accord, starting next month you’ll be able to do it at a Saturn dealership. General Motors is asking Saturn dealers to have one or more of the competing models in the showroom so customers can look at it, sit in it and drive it.

Of course, Saturn dealers can’t sell you an Accord or Camry. But they hope that, when you see a Toyota or Honda sedan next to the Saturn Aura, you’ll decide to buy the Aura.

GM dealers offer Toyota test drives - CNN.com:

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More Stories

Product Design: Personal Credit Cards

Product Design: Personal Credit Cards

In his NY Times Magazine column Rob Walker looks at a company that offers designs that cover up the logos on your credit cards with more interesting designs. Continue reading

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Inside Xbox Marketing

Inside Xbox Marketing

Jeff Bell is Microsoft’s vice president of global marketing, interactive entertainment business. That’s the division that makes and markets the Xbox. He gave a keynote at the Market to the Max conference in Seattle earlier this week, and gave some insights into how Microsoft is marketing the Xbox. Continue reading

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PSFK Conference London : Agenda & Speakers

PSFK Conference London : Agenda & Speakers

Tuesday 29th May is the final day for sales of tickets to the conference. Here’s the final agenda and speaker bios in PDF form. Tickets here: http://psfklondon.eventbrite.com

PSFK_Agenda_London.pdf

PSFK_Speakers_London.pdf… Continue reading

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Why TV Ads Are Still Great Pt 2

Why TV Ads Are Still Great Pt 2

VW Golf from DDB London… Continue reading

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Why TV Ads Are Still Great Pt 1

Why TV Ads Are Still Great Pt 1

Bruce Campbell working his Old Spice magic… Continue reading

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PSFK Conference London: Video & Final Tickets

PSFK Conference London: Video & Final Tickets

Thanks to everyone who bought tickets to the conference in London. Those of you, who haven’t - here’s your last chance, we cut them off on Tuesday afternoon (remember the Bank Holiday). Get ‘em here: psfklondon.eventbrite.com. Continue reading

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Agency Leaks Unwanted Ads, Client Fires Them

Agency Leaks Unwanted Ads, Client Fires Them

Is leaking ads that your client passed on, this month’s UGC? Or is the concept an easy way to get out of uproar that your ads may be causing. The Daily Swarm has reported that shoe people Dr Martens has fired ad people Saatchi & Saatchi for the complaints they received after dead people wearing Doc Martens were featured in ads that had supposedly been leaked. Continue reading

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Just a t-shirt?

Just a t-shirt?

Just found this rather nice campaign from Nike here… Continue reading

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Pre-Testing

Pre-Testing

One of the creative industries, and particularly advertising’s, bug bears is the pre-testing of creative concepts that people have put their hearts and souls into creating only for a research group to make what often… Continue reading

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Neave

Neave

Riding high on the back of Joost and Babelgum comes another IPTV offering - Neave.

Neave TV currently houses a range of inspiring short films, music videos from the likes of Midfield General and all at… Continue reading

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A Brief History of Briefs

A Brief History of Briefs

If you’ve ever wondered why the piece of paper you write on or are briefed from looks quite like it does then Daniel Mejia has the answer.

He’s tracked the development of the creative brief over… Continue reading

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Thoughtvertising

Thoughtvertising

200705231616Back in 2005, Floyd Hayes of Cunning created a bit of a noise with his Voicevertising campaign for Halls - now he’s back with his new idea - thoughtvertising. Brands can bid on eBay to have Floyd send his branded brainwaves out once an hour every hour. Continue reading

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Anti-Advertising Agency Interview

Anti-Advertising Agency Interview

Murketing has a great interview with Steve Lambert, CEO of Anti-Advertising Agency. AAA is on a mission to combat the growing pervasiveness of Urban Spam and has co-opted the tools and structures of… Continue reading

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GPS Cows

GPS Cows

An interesting contest kicked off today giving away free pairs of tickets to people who can correctly guess where a cow will be. Users log onto the site and scroll over a digital pasture… Continue reading

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The Creativity Awards

The Creativity Awards

The Creativity Awards have put together a great site featuring some of the best campaigns from around the world including the likes of Sony Bravia Paint, Dove Evolution and Nike Plus.

The site has interviews with… Continue reading

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