In this week's paper copy of Dagens Media, five agency CEOs of Swedish agencies Storåkers, Ogilvy, DDB, Garbergs and Saatchi talk about advertising in recession.
Their perspectives are suprisingly reactionary and short-term, and seem to be based solely on the assumption that people will tighten their budgets and shift consumption patterns. Alhtough there might be an [...]
Here are three good reads on advertising in a recession:
1. The Importance of Customer Experience in a Downturn Economy– Customer Futures/Ogilvy One
2. Communicating in a Downturn – Contagious
3. Advertising on edge – The Economist
Cool milk on the go.
An innovative product beats innovative advertising, so maybe it's time for advertising planners to explore the domain of product development.
The market of today requries a balance of fast thinking, cost efficiency and above all creativity. This is where the modern advertising agency can excel compared to brand consultants and design agencies [...]
A lot of planners like to theorise about media. Social media, digital media, products/services as media, advertising as media, media as message, message as media, and so forth. There's nothing in the world which I find less interesting than talking about media without discussing about what problem the media has solved. General lectures [...]
Change the inside.
Any agency planner who has worked with big companies know one thing: they are built for efficiency, not for dynamic change. This means the biggest obstacle for innovative thinking in marketing and communications are created by themselves. Paradoxically, it has never been more important for a company to differentiate itself.
The problem is not [...]
In theory, most agencies and campaigns have an ambition to create differentiation. Yet, most advertising end up being rubbish. While some things are just beyond the control of the agency, many things should be the responsibility of the agency – including making sure that the client doesn’t waste his money on crap advertising.
Point is, [...]
Penguin Dating is a place “where booklovers meet”. It’s a nicely done concept that combines brand with consumer insight (people like to meet people with similar reading interests) and technology (acts as an interface ontop of a regular dating site).
(from Creative Review mag)
Here are two ads from two different companies. One is Fortum, an energy company (ad 1). The other is SJ, The Swedish Railways (ad 2). Both companies have been criticised by its customers – Fortum for high prices, absurd management pays and difficult invoices, and SJ for delays, information and weird ticket pricing.
In the light [...]
The future for creative services looks bright. But I don’t mean that in a positive way.
These days consumption of brands start before they been paid for. Some academics even say that creating and consuming expectations is what everything is about.
In the pursuit of breaking through message clutter have gone so far that the distinction [...]
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