November 18, 2008
Fast on the heels of what many are heralding as the most successful presidential campaign ever staged, folks everywhere are hoping to be the first to uncover the valuable lessons that made this historic election possible. Those in the marketing industry choose to look at the Obama campaign from the perspective of “effective sales pitch to the entire nation,” able to cross all demographics with a single message. However, maybe this is view is too narrow and fails to see the broader implications as we move forward.
To that end, Gawker offers five realistic takeaways that paint a bigger picture of our country:
1. Facebook doesn’t mean shit - Social networking is still emerging as a tool. Online activity still doesn’t guarantee real life action.
2. TV is still king - The internet continues to grow, particularly as a communication tool, but TV is ubiquitous and still the best method for reaching the widest audience.
3. The candidates matter - Likable equals electable, no matter who you are.
4. Elections ride the swinging pendulum - In light of the past eight years, America was ready for a change.
5. Campaign tactics are always evaluated in retrospect because the media has no idea what it’s talking about, mostly - Until the public’s reaction can be gaged, it’s all pure speculation.
The folks at innocent drinks, makers of tasty smoothies, have revamped their site to include a rating and review section. Hoping to foster a more robust brand culture and connection with their audience, innocent is trying out a consumer-centric website. The new feedback area provides simple ratings along with more detailed reviews. A built-in feature promises to randomly select comments to be highlighted on the homepage and further entices visitors by awarding funky prizes each month. The site layout was designed by Soup with a goal of pushing the playful nature of the company into the digital arena.
[via Ellie @ Soup]
Stories engage us and, as our attention fragments, that is precisely what advertisers are trying to do. Enter the commercial-as- miniseries. The concept has really taken root in Asia–just search youtube for “SK Telecom” or “LG Telecom” and you’ll get tons of hits from South Korea. The following three commercials illustrate this phenomenon, telling the story of a family separated between the North and the South:
Now we’re going to see more of these story-driven ads in the U.S. thanks to a new studio called Dandelion, which officially launched yesterday. Formed by Epoch Films and Kirt Gunn Associates, the company is “dedicated to creating programming and entertainment sponsored by brands.” It’s almost a return to the “brought-to-you-by” model of early television where content was king, and advertisers just paid the bills. Almost. They do work for brands after all, so what they create is essentially branded serial content, but at a higher quality. Actual professional writers, directors and producers are at the helm, rather than marketing interns with a Flip video camera.
Brands today need to be transparent, accessible, human. This is what consumers relate to. These commercials aim to tap into these same ideals by bringing brands to life and appealing to our emotions. If they succeed, will we soon be TiVoing commercials and skipping the shows?
November 17, 2008
PSFK is excited to announce Steve Roberts, CEO and Founder of ShopText, as a speaker in our Good Ideas in 2009 Salon. Steve will be participating in our first discussion surrounding ideas and innovations in the Mobile space on the morning of Tuesday, November 18th.
ShopText has developed a technology that brings the shopping experience directly to the cell phone, enabling consumers and brands to interact via text message. This new model literally takes retail anywhere, to a point where brick and mortar stores and even internet connections are no longer necessary.
Steve Roberts launched ShopText in November 2006. Prior to ShopText, Steve’s marketing and internet experience includes COO of McCann Erickson’s $200 million relationship marketing company MRM Partners, CFO of McCann’s $650 million marketing services companies and CFO of Modem Media (acquired by Digitas in 2004), where he led the company’s IPO in 1999, and drove its profitable growth to a run rate of $160 million in revenue. Prior to Modem Media, Steve held several global and international P&L management positions at United Technologies. Prior to joining UTC in 1990, Steve structured debt financing for radio, paging, cable and newspaper acquisitions and leveraged buyouts in the Corporate Finance Group of Continental Bank (now Bank of America). Steve has an M.B.A. from the University of Chicago and a B.A. from Middlebury College.
Tickets for this and all other Good Ideas in 2009 Salons are available for purchase here.
PSFK is happy to include Alistair Fulton, Senior Manager in Deloitte’s Telecommunications, Media & Technology practice, as a speaker in our Good Ideas in 2009 Salon. Alistair will be participating in our first discussion surrounding ideas and innovations in the Mobile space on the morning of Tuesday, November 18th.
Alistair has over 15 years of experience in customer and brand strategy, product development and performance transformation in the wireless space both in an advisory role and in industry. Prior to joining Deloitte Consulting he served as SVP of Strategy & Business Performance for O2, the largest wireless operator in the United Kingdom. In this role he was responsible for leading the development and execution of O2’s transformation strategy post de-merger from British Telecommunications in 2001, including the development and implementation of O2’s customer and product strategies, underpinned by the development and launch of the O2 brand.
Hear more from Alistair at our Good Ideas session this coming Tuesday. Tickets for this and all other Good Ideas in 2009 Salons are available for purchase here.
Allison Mooney, friend and Contributing Editor to PSFK, will be moderating our first Good Ideas in 2009 Salon on Tuesday, November 18th. The discussion will surround ideas and innovations in the Mobile space as we look ahead to next year.
Allison Mooney has been working in media and marketing for six years and was part of the launch team for Mobile Behavior, a new Omnicom Group company. As the Director of Trends & Insights, Allison manages the group’s R&D lab, NGT, leads behavioral research efforts, and guides thinking on youth trends, mobile innovations, and consumer behavior. She also started and currently runs NextGreatThing.com, which now has readers in over 400 cities around the world. Prior to Mobile Behavior, Allison was the Director of Trends & Research at Fleishman-Hillard. She currently sits on the YPulse Advisory Board.
Hear more from Allison at our Good Ideas session this coming Tuesday. Tickets for this and all other Good Ideas in 2009 Salons are available for purchase here.
November 14, 2008
AdverBox points us to an interesting endeavour by Absolut in Barcelona. In order to transfer the brand’s concept to different global realities, Absolut is trying to promote the idea of a smokeless, bike-filled Barcelona. On the initiative’s webpage, users have to answers questions through an interactive game to see if they are ready for such a Barcelona. And it’s not all pointless - the site ties in to Barcelona’s 1st Bike Film Festival, which will include films like E.T that feature a bike! One warning though: the Absolut site is in Spanish (because its for Barcelona, duh!). We just wish that we English-speaking people could log in and see what it’s about as well.
November 13, 2008
Eschewing the prevailing theory in advertising that one should never mention your competitor’s product, many companies are taking a page out of the political campaign season and going with attack ads or in the parlance… Continue reading| Comments
Dido is back with her latest album, and this time she’s decided to make it, resounding with the title of the album (’Safe Trip Home’), a true journey for her fans. Over the last month… Continue reading| 4 Comments
A visually stunning new advert from Nike has come to our attention. The ad was created by Darbotz, an Indonesian artist best known for his monochromatic and intricate style. Though it may not come across… Continue reading| Comments
Since Obama first beat Hilary Clinton in the Iowa primary those in the know have been talking about his approach to marketing.
Here are just ten things we’ve noticed:
1. Be different - celebrate your differences… Continue reading| 1 Comment
Taking a page from their customer friendly food service model, Burger King recently took “Have It Your Way” into the realms of D.I.Y. fashion. A collaboration between 5 designers and artists tasked with reinterpreting elements… Continue reading| 1 Comment
MySpace and Viacom’s MTV Networks announced a deal that will partner them with Auditude, a technology firm that has developed a means of identifying whether uploaded video clips belong to a particular TV Network by… Continue reading| Comments
Landing a job at a creative company itself requires some out-of-box thinking, but there’s no need to make things too complicated for yourself either. Once you’ve identified your skills and the type of direction you’d… Continue reading| Comments
Companies are taking a lesson from the old adage that sometimes it’s better to give than to receive. Giveaways, often linked to national events that are themselves already in the public conscious, have begun to… Continue reading| Comments
The Travel 2.0 blog has an interesting post on Pepsi’s social rebranding. The fact that they’ve changed their logo is now common knowledge - Seth Godin recently blogged about it as well - but it… Continue reading| 1 Comment
Starting Nov 18, PSFK will be running a series of breakfast discussions in New York City up until the holidays. We aim to host these Good Idea Salons twice a week about different topics that… Continue reading| Comments
Bizarrely London’s metropolitan transport authority, Transport For London, has been responsible for several of this year’s best and most interesting TV ads. From this clever use of graphics:
To the controversial ‘Do the Test’:
The… Continue reading| Comments
It has a broad reaching name and this year Advertising Age and Creativity brought together an equally wide range of speakers for a day of dialog about creativity and innovation. This year’s conference was held… Continue reading| Comments
As pop-culture and celebrity gossip blogs continue to see increased traffic, particularly with the youth demographic, advertisers’ views on what counts as acceptable have started to change. Given the uneasy economic climate and tightening budgets… Continue reading| Comments
We’ve all made a snide remark or two about those painfully slow “unboxing” videos clogging up the blogsphere. We never really got into them until we saw this recent clip showing the opening of… Continue reading| Comments
We’re proud to announce our new service aimed at agencies and small companies. PSFK On Call is a streamlined service that helps creatives, planners, researchers and strategists find new ideas.
The service offers its subscribers… Continue reading| Comments