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Marktd - Part 2
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November 18, 2008

Real Life Lessons from the Obama Campaign

by Scott Lachut in Branding, Creative Thinking, Market Research, Online Marketing, TV Advertising

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.

[via Gawker]

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Innocent Drinks Foster User Feedback

by Nicko Margolies in Brand Experience, Food & Drink, Media Planning & Strategy, Online & Web Services, Online Marketing, Public Relations, Web & Technology

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]

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Dandelion and the Storytelling Ad Model

by Allison Mooney in Ad Biz, Branding, Creative Thinking, Discipline, TV Advertising

Storytelling is a powerful thing. Ever since our parents read us bedtime stories, we’ve depended on narratives to help us interpret the world around us–and to escape it.

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?

Dandelion

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November 17, 2008

Good Ideas in 2009 Salon, Mobile: Steve Roberts

by Scott Lachut in Creative Thinking, Market Research, Media Planning & Strategy, Mobile Marketing, Telecom

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.

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Good Ideas in 2009 Salon, Mobile: Alistair Fulton

by Scott Lachut in Creative Thinking, Market Research, Media Planning & Strategy, Telecom

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.

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Good Ideas in 2009, Mobile: Allison Mooney

by Scott Lachut in Creative Thinking, Mobile Marketing, Telecom

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.

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November 14, 2008

Absolut Barcelona

by Anjali Ramachandran in Brand Experience, Branding, Event Marketing, Food & Drink, Online Marketing

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.

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November 13, 2008

Visual Stimulus: Droste Effect

by Guy Brighton in Creative Thinking, Design, Music

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Interesting music promo taken with a Canon Mark 3. The video uses a mathematical formulacalled the “Droste Effect”.

[Via Fubiz]

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Roca’s Brand Challenges

by Guy Brighton in Branding, Design, Home & Garden

Adverblog points us to this ad directed by Nico Caicoya. It tells of the Roca brand’s history of challenges and improvement.

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