#2  Modern marketing relevance

When choosing the right game play, in today´s competitive environment you need to step out from familiar comfort zone. You may even need to change the whole game book. Using following framework,  you just might do that and add a right amount of  new ingredients to your marketing mix for audience inspiration and activation.

Like Hugh MacLeod puts it in his brilliant aphorism: “if you talked to people the way advertising talked to people, they´d punch you in the face”. This describes the challenge modern marketing is facing. With fragmented media options and multiple brand touch points available, in conjunction with continuing push messaging, it is simply not working anymore. How to make sure that your marketing is both inspiring – building perception, and effective – leads to action?

Effectivenes (Impact)

More current studies support the common sense thinking. If you  compare:

1. company/brand´s own channels (websites, corporate blogs, commercial fan pages, newsletters, publications, point of sales…) and
2. bought media (advertising, banners, social ads, sponsored content…) to
3. earned media (independent blogs, spontaneous fan postings, recommendations, media publicity, word of mouth…)

It is clear that earned media has the most impact for driving actions.

Perception building (Inspiration)

If you align this to another axis with approach on HOW you approach your marketing:

1. Planned (pre-meditated content and campaigns for own and bought media)
2. Anticipated (scenario based follow-up options based on measuring success)
3. Reactive (active reaction and fast response to actual behavior on 24/7/365 basis)

It is evident that while you may enjoy a feeling of greater control and safety with planned activities, there is a greater risk of being indifferent and in fact – getting punched in the face while you at it. On the other hand, active reaction, responsiveness and participation in discussion topics raised in earned media gives you much more credibility and possibility to earn respect and fans with less effort and more impact.

Media arts and Constant communications approach take advantage of these opportunities.

If you are able to reduce risks of getting punched, you are more likely to succeed with your marketing!

Next: Do you know your audience?

#1 Marketing Accountability

Show me a company who would not want  their marketing to have a constant winning streak? Everybody is going for the end-zone. Whether you go for it with a grand pass or  variety of clever running games, does not really matter. The thing is, you really need to move from media expenditure to performance driven lead generation.

Football offers a light analogy to explain the winning strategy building blocks:

1. What is my starting position? (Where we are now)
2. What is our game plan?  (Where do we want to go)
3. How do we choose our plays? (What are the means to get there)
4. How are we doing so far? (How do we measure succes)
5. How do we know we will score? (How do we ensure arrival)

To win a game requires top strategy, creativity, agility and systematic approach.  To win a Superbowl, well that´s a different story. You´ll need to be constantly hungry yet having a tremendous stamina and  recovery capabilities.

What you need to avoid  in leading modern marketing?

Or the other way around, five ways to be sure that your marketing will NOT perform:

1. Don´t ever question what has worked so far. Don´t try anything new, but continue until you find out that it is no longer working
2. Think of marketing as a linear process, because it is easier for budgeting. Never mind that consumer behavior does not fit into linear process anymore.
3. Hang on to 4Ps model, which categorizes marketing in easily led yet limited role. Choose not to recognize marketing as much more widely integrated practice within your organization. And a critical success factor.
4. Evaluate effectiveness and performance based solely on common beliefs or such one-dimensional metrics that your organization understands (impressions, CTR, amount of visitors etc.) and  have abbreviations you remember.
5. Play it always safe. Do not do anything that has not been already proven by somebody somewhere with success. This reduces risks (and the opportunity to learn).

Next: How you less likely will get punched in a face?

Vanaf vandaag, tot maandag 30 november, is het Take Care Week. Die staat in het teken van de strijd tegen hiv en aids. 1 december is Wereldaidsdag.

Persbericht Sensoa: Take Care Week van start!

Vanaf vandaag is het officieel de Take Care Week. De affiches hangen overal in het holebilandschap, en hopelijk doet jouw favoriete zaak, vereniging of fuif ook mee! Koop de TAKE CARE-armband, koop een lintje, leg je klein geld in de collectebus,… Allemaal voor het Geef om Aidsfonds.  Neem zeker eens een kijkje op de kalender op www.takecareweek.be om te weten welke zaken, verenigingen en fuiven er mee doen!

Ga je deze week al shoppen in Antwerpen om je familie en vrienden te voorzien van schitterende kerstcadeau’s? Dan kan een bezoekje aan het shoppingcenter de Stadsfeestzaal, gelegen op de Meir, niet ontbreken. Daar kan je deze week (en enkel deze week!) tussen 400 originele handgemaakte sjaals snuffelen, waarvan de opbrengst integraal naar het goede doel gaat! Meer info over Knitting Against Aids vind je eveneens op www.takecareweek.be .

Superbe travail photographique de l’agence TBWA Barcelone pour la campagne Adidas sur le thème “Create Your Adicolor”. Une direction artistique de Jordi rins sur de très belles photos de Ramón Serrano.

clic to enlarge

Este anúncio maravilhoso é uma combinação de design e moda. Foi criado pela TBWA, uma agência de publicidade, em Bruxelas.

Voici la toute nouvelle campagne de communication de la célèbre marque de sport Adidas. Cette campagne s’intitule ” Create your adicolor “. Créée par l’agence TBWA Barcelona, cette campagne basée sur des visuels très colorés et illustrant la customisation nous montre à quel point l’originalité peut aborder plusieurs couleurs !!!

Pour plus de visuels je vous invite à vous rendre sur le site Fubiz qui vient récemment de faire peau neuve.

A curious form to make the All Blacks annual poster..

It was a great initiative of Adidas and TBWA NZ

Bonus Track:

Wereldaidsdag, 1 december.

Solidariteitscampagne klaagt stigma rond hiv aan
Zes BV’s confronteren publiek met eigen vooroordelen

Omdat discriminatie van mensen met hiv problematisch blijft, lanceert Sensoa opnieuw de solidariteitscampagne “Sluit hiv uit, niet wie seropositief is”. Roel Vanderstukken, Freek Braeckman, Véronique De Kock, Elodie Ouedraogo, Brahim en Sofie Engelen dagen op affiches het publiek uit. Hoe zou je reageren mocht één van deze Bekende Vlamingen seropositief zijn? “Zou je me nog in de ogen kijken?” vraagt Roel, Elodie vraagt zich af om je om haar heen zou lopen en Freek of je hem anders zou bekijken? Ook de televisiespot met Francesca Vanthielen wordt hernomen. De vragen van de BV’s alluderen op de reden van hun bekendheid, maar kaderen ook het problematische van relaties voor mensen met hiv. Zowel communicatiebureau TBWA als fotografe Katrijn Van Giel werkten kosteloos of tegen verminderde (productie)tarieven aan de campagne mee. Ook voor de mediaruimte kon Sensoa rekenen op goodwill.

Stigma en discriminatie

Elke dag krijgen in België gemiddeld drie mensen te horen dat ze drager zijn van hiv. Het virus raakt vooral mensen uit de actieve bevolkingsgroep van 20 tot 45 jaar. Taboes, vooroordelen en onjuiste of onvolledige informatie over het besmettingsrisico en de toekomstperspectieven voor mensen met hiv kunnen leiden tot angst, onzekerheid, onbegrip en afwijzing. Uit de resultaten van de laatste Gezondheidsenquête uit 2004 blijkt dat in Vlaanderen 74% van de bevolking “één of meerdere discriminatoire houdingen tegenover seropositieve personen heeft”.
Concreet betekent dit dat zij minstens één discriminerende uitspraak beaamden. Het gaat dan over geen maaltijd willen gebruiken samen met een seropositief persoon of de kinderen niet in gezelschap willen laten van een seropositief persoon (kinderoppas, andere seropositieve kinderen). Of men gaat ermee akkoord dat een werkgever een werknemer mag ontslaan omwille van het feit dat hij of zij besmet is met hiv. Of men vindt dat als een van de collega’s seropositief is, zij daarvan, zelfs zonder diens toestemming, op de hoogte moeten worden gebracht.
Mensen met hiv proberen hun infectie dan ook vaak zo lang mogelijk verborgen te houden voor anderen. Uit onderzoek van Sensoa bij seropositieven blijkt dat slechts drie procent hun diagnose aan iedereen kenbaar maakt. Niet alleen algemeen is het voor mensen met hiv of aids moeilijk om met afwijzing of de angst daarvoor om te gaan. In sommige concrete situaties worden zij daadwerkelijk geconfronteerd met het stigma en de vooroordelen die nog steeds aan hun ziekte kleven. Zelfs medisch personeel reageert vaak afwijzend of met overdreven voorzichtigheid op patiënten met hiv.
Ook op relationeel vlak heeft een infectie met hiv zware consequenties. Het starten van een nieuwe relatie strandt vaak bij de bekendmaking van de hiv-diagnose. Maar ook bestaande relaties komen onder druk te staan. Soms zien mensen met hiv na verloop van tijd zo op tegen die teleurstelling dat zij afzien van nieuwe relaties. Ook de angst iemand te kunnen infecteren, is voor sommigen voldoende om een relatie met  iemand die niet seropositief is, uit te sluiten. Zelfs vriendschappen en familiale banden zijn soms niet sterk genoeg om over de hiv-status heen te kunnen stappen.
Bekende Koppen
Met de campagne wil Sensoa het algemeen publiek wakker schudden en doen inzien dat uitsluiting op basis van het feit dat iemand seropositief is nog steeds gebeurt. Soms vertaalt zich dat in alledaagse handelingen en de campagne toont aan hoe onzinnig dat is. De methode die Sensoa hierbij kiest, is modeling.
Bekende figuren die een referentiefiguur vormen voor de beoogde doelgroep, dagen deze doelgroep uit om zijn of haar mening rond dit thema te herzien. Vlaanderen kent een sterke cultus van Bekende Vlamingen.
Bij de selectie koos Sensoa Bekende Vlamingen die verschillende doelgroepen aanspreken. Zo is Sofie Engelen als TMF-VJ van het populaire after school programma “What the F*ck”,  kind aan huis bij jongeren. Elodie Ouedraogo spreekt met haar sterke prestaties op de atletiekpiste elke sportliefhebber aan. Brahim evolueerde van finalist van de eerste Idool-reeks naar gevierd R’n B-zanger en tv-figuur. Véronique De Kock presenteert diverse programma’s op VT4 en switcht makkelijk van een huizenprogramma naar een eiland vol verleiders. Freek Braeckman is niet alleen anker van het VRT televisiejournaal maar bewees ook dat hij zijn mannetje kon staan in “De Slimste Mens.” Roel Vanderstukken, tenslotte, maakt het mooi weer als acteur en zanger. Elk van hen werkte belangeloos mee aan de campagne.

De campagne
Het oorspronkelijk idee achter de campagne was het werk van TBWAParis in opdracht van het Franse Aides, de organisatie die werkt rond preventie en solidariteit met mensen met hiv/aids. TBWABrussel hielp mee de campagne naar een Vlaamse context te vertalen en ontwikkelde de opmerkelijke tv-spot. De fotografie van de Bekende Vlamingen was in handen van de fotografe Katrijn van Giel die haar sporen al verdiende met sprekende portretfotografie voor onder meer De Standaard.
Advertenties zullen verschijnen in onder meer De Morgen, Metro, het magazine van de Universiteit Gent, P-Magazine, Sensa, Maguza (Universitair Ziekenhuis Antwerpen) en beelden van de campagne zullen in diverse tijdschriften opduiken. In de stadsbeeld van Gent zal het gezicht van Freek meerdere malen op middelgroot formaat opduiken.  Daarnaast worden in de Stadsfeestzaal van Antwerpen vier reuzenspandoeken met vier van de zes gezichten opgehangen.
Iedereen die een actie rond solidariteit of Wereld Aids Dag organiseert kan één of meerdere posters aanvragen bij Sensoa of de Jongeren Advies Centra.
De tv-spot met Francesca Vanthielen zal opnieuw te zien zijn, deze maal op TMF, in de wachtzalen van gynaecologen, op Belgacom Zoom en op OUTTV (Belgacom digitaal).

Via http://www.youtube.com/watch?v=Qr_4AqJQqtg&eurl=http://sensoa.be/3_5_5.php kan men de spot opnieuw bekijken.

Net als vorig jaar doet Sensoa ook een beroep op de Vlaamse bloggers om de campagne zoveel mogelijk weerklank te geven. We nodigen hen uit om de beelden van de campagne (eventueel samen met een gepersonaliseerde versie) en de tv-spot een plaatsje te geven op hun blog.

2008 met Wim De Vilder, Leki, Ann Van Elsen, Thomas Vanderveken, Sugar Jackson, Wim Oosterlinck, Francesca Vanthielen.
2007 met Ben Crabbé, Roos Van Acker, Francesca Vanthielen.

About three weeks ago, the Toronto office of the World Society for the Protection of Animals (WSPA) launched an education campaign to raise awareness of the cruelty to animals inherent in blood sports such as bullfighting, bear baiting and cockfighting. One of their eye-popping print ads showed up today in Metro news, the favourite free paper of transit riders.

The smart campaign materials are designed to mimic the old-style circus event posters. At first glance these posters and advertisements seemingly publicize bullfighting, bear baiting and cockfighting events; however on closer inspection they contain clever messaging that indicates these activities are cruel and barbaric.

Created largely pro-bono by award-winning Toronto advertising agency TBWA, the campaign is designed to pique the interest of those individuals who might be attracted to attend these kinds of events with an aim to show them what truthfully happens at these events – hundreds of thousands of animals suffer unnecessarily and die solely for human entertainment.

Exotic Fights dot com.

More about the campaign.

More about the blood sports .

Ecco cosa si sono inventati in Uruguay per pubblicizzare la penna BIC!

La creatività è dell’agenzia TBWA

Via Invisible Red

One of my favourite cars on the road today is the Nissan Cube. I’m really not much of a car guy, but there’s something about this “mobile device” that’s always grabbed my attention.

Şuanda karar verdim insanlar 2 ye ayrılır;

• Normal insanlar
• Normal olmayan insanlar

İçinizdeki soruya cevap vereyim, çünkü normal insanlar bir işe girmek için iş başvuru formu doldururlar Normal olmayan insanlar ise bunu yaparlar

Bu sitedeki amcamız TBWA / İstanbul da işe girebilmek için böyle bir yola başvurmuş, yetkililer de farketmiş olucak ki amcamız en sonunda işe girmeyi başarmış..

Peki niye bizim aklımıza gelmedi bu fikir de bu amcamızın aklına geldi, bizde microsoftbeniisealsin.com die bi site kurup microsoft un bizi görmesini sağlayamazmıydık…

Bence bunun tek nedeni farklı düşünme yeteneği, peki bu yetenek kimlerde var ?

Evettt sorumuzun cevabııııı   “sizde”

Neredenmi biliyorum.. Yazının devamını merak edip buraya kadar okumanızdan

Ahmet Enes DABANLIOĞLU MIWtech Inc. YKB

TBWA/SHANGHAI vient de créer trois nouvelles vidéos pour Skittles. Toujours aussi décalé…

The above screenshot of the New York Times homepage shows a video banner ad for Apple.  In the ad, PC and Mac observe PC users as they enter Apple stores and make the switch to a Mac.  PC and Mac engage in the usual, light-heartedly competitive banter that is expected of these ads as PC neurotically stresses over its current users deciding to purchase Macs since an upgrade to Windows 7 would involve needing to transfer all their files to the new operating system anyway.  PC mentions Mac ranking first in customer satisfaction and then appears in one of the “PC Switcher” surveillance monitors to physically stop consumers from entering the Apple store.  The banner doesn’t veer away from the iconic and oft parodied style of TBWA’s “Mac vs. PC” campaign, but it does seem to reference the company’s classic 1984 ad in a way that kind of portrays Apple as a hegemonic power.

Like the 1984 ad, a continuous stream of people are seen marching walking towards Apple stores.  The placement of the white, seemingly glowing Apple logo at the top, center of the screens is remarkably similar to the image below, where the drones stare mindlessly at a giant, illuminating screen.  The 1984 drones are nameless and indistinguishable from one another, compared to the silent and faceless, yet diverse (demographically speaking) consumer masses approaching Apple stores.  I mention demographics because I’m pretty sure that showing men and women of various races was strategic. 

Much of PC and Mac’s attention is on the surveillance monitors, which not surprisingly  depict the some-what robotic consumer arrivals to Apple stores in a drab, army green hue.  It’s as if these consumers are relegated to a separate world that is more similar to the cold, lifeless existence portrayed in 1984 than the casual and bright minimalist setting “Mac vs. PC” ads are normally set in.  The most obvious similarity of the banner ad to 1984 is the theme of being watched.  It’s unclear if the viewer is supposed to believe that PC setup the monitors, but that is beside the point because the visual inclusion of the monitors screams “big brother is watching you.”  In addition, both PC and Mac act a voyeurs of computer-buying habits as they both observe commerce in progress.  In attempts of curbing switches to Apple, PC enters the world of the monitored and becomes monitored himself as Mac watches in a non-threatening indifference as if to say, “Go about your business.  Pretend I’m not here,” all the meanwhile paying close attention to the unquestioning devotion that his cool facade created.

Lee Clow’s Had Enough?

It seems that Agencyspy is never in short supply of TBWA drama lately. As an addendum to this morning’s news of Jason Nichols and (possibly) Joe Shands’ exits, the latest scoop from Chiat LA-la-land is that Lee Clow himself is now stepping in to sort out the Nissan/Infiniti account, leaving GCD Kerry Feuerman “relegated to retail style ads for Nissan” according to tipsters. AgencySpy is hearing that Clow is intent on “cleaning up the lackluster work of the GCD and mass exodus of top Nissan creatives because of lack of confidence.”

Marge Simpson is on the cover of Playboy next month (tvsquad.com)
Marge Simpson bares all for Playboy (network.nationalpost.com)
Marge Simpson on the Cover of Playboy (manolith.com)
Marge Simpson graces Playboy cover (cnn.com)
Marge Simpson Poses For Playboy (entertainment.slashdot.org)
Marge gracing Playboy mag cover (news.bbc.co.uk)
Playboy’s newest cover girl: Marge Simpson (inquisitr.com)
The Simpsons: The Great Wife Hope (tvsquad.com)
Marge Simpson Shows Her Ta-Tas In ‘Playboy’ Magazine (pinkisthenewblog.com)
Marge Simpson In Playboy (mediabistro.com)
Marge Simpson, Playboy Centerfold? (takepart.com)
You’ll Never Guess Who’s Going To Be On The Cover Of Playboy Next Month!! (perezhilton.com)

O comercial que vou postar hoje é simplesmente o mais célebre da publicidade mundial, um verdadeiro mito. Tenho para mim que nós publicitários temos uma relação especial com a Apple. Aliás, mais que especial, me arrisco a dizer “narcísica”. Por ter uma ótima interface com programas gráficos, os computadores Mac são domintantes em qualquer agência. E publicitários já possuem uma certa tendência ao narcisimo (eu inclusa…quantas vezes já citei no blog que sou publicitária?), então a marca Apple faz um papel de materializar nossa profissão, como um crachá: eu sou publicitário, não uso PC, uso Mac.

Mas esse comercial não se tornou essa lenda só porque nós passamos a nos identificar com a marca…ele realmente é uma lenda em todos os sentidos, em todos os detalhes. Criado para o lançamento do Macintosh, em janeiro de 1984,  pela Chiat/Day de Los Angeles (hoje incorporada à TBWA), ele faz referência a um livro que eu adoro, o 1984 de George Orwell, que descreve uma sociedade completamente controlada, um ataque à até então supremacia da IBM.

Além do roteiro extremamente inteligente e inovador outros fatores ajudaram a tranformar o comercial, também intitulado de 1984, no mito que citei no começo do post: ele foi apresentado somente UMA vez na televisão, simplesmente no horário que tem o minuto mais caro da publicidade mundial, o intervalo do SuperBowl. Além disso, o diretor é o consagrado Ridley Scott. Somente a produção custou 1.6 milhão de dólares, mais a veiculação que somou mais 500 mil dólares ao orçamento. Tudo isso para ser passado somente uma vez!

A chamada final é simplesmente de cair o queixo de tão signicativa, provocativa e…verdadeira.

Não é a toa que este comercial se tornou um marco para a publicidade mundial. Para saber mais, vale muito a pena mesmo clicar aqui e ver mais informações sobre o comercial e uma análise mais profunda de todos os seus elementos.

Esse é um daqueles comerciais que eu respeito e admiro como se fosse uma entidade.

E sim, eu quero um Mac em casa ao invés de um PC…

Whiskas is the most popular cat food brand in Poland.  It has a very consistent and coherent history of advertising in Poland since the early 1990s. Surely, the pet food brands are nice subject of advertising. It’s quite easy to evoke positive emotions in people by just showing a cute puppy or a pair of small kitten.  But Whiskas often employs non-standard media solutions to achieve it. For example, using two adjacent billboards to show the natural mobility of cats… to reach their favourite food.

A subtle sense of humour is also one of the ingredients that make many Whiskas’ adverts more appealing – just like in the below magazine lay-out with cats contemplating pop-art paintings

Headline: Cats know fine arts

A simple magazine advertising can attract much more attention if it’s intelligently spread out over two pages.

Headline page #1: It will stimulate your cat's senses / Headline page#2: Whiskas with delicious pies

A cat can be depicted in advertising in so many different and surprising ways.  A close-up of cat’s muzzle may hint at the type of Whiskas food which the cat has just eaten – like in a series of below cute ads.

Whiskas: in souce

Whiskas: jelly

Whiskas: cream

A package of Whiskas food can also inspire interesting advertising solutions – like this billboard with the outstanding 3D element that certainly draws more attention than a standard flat billboard.

New Whiskas Supreme with whole pieces of fish

The most recent outdoor campaign of Whiskas again employs non-standard 2-dimension billboards with the figure of the cat sitting upon the billboard and reaching for the new Whiskas’ liver pies…

Whiskas with liver pies

… as well as innovative citylight posters at bus shelters where the cat is made to look as if it broke the glass to reach the Whiskas delicacy.

Whiskas with liver pies

Advertising agency:  TBWA\ Warsaw, Poland