Wendy Clark discusses "Liquid and Linked" approach to cross-media marketing at the Ad Age Digital Conference in New York.Watch live streaming video from adage at livestream.com
The strategic vision and thinking behind the Coca Cola Brand marketing.
A must read.
Here is the great presentation deliverd by @hklefevre on behalf of Strawberry Frog at their Cannes Lions Workshop 2011. About tapping into pop culture and communities and sparking a movement rather than a campaign.
Carrying on his great series of presos this is probably the most comprehensive round you will get on the most brilliant lectures presented at the Cannes Lions 2011 festival.
Always great reading @Jessedee.
I just got back from Cannes and here is a good digital round up of trends hitting our industry. Take a look.
'THE FUTURE IS MEDIEVAL' WITH THE KAISER CHIEFS
We’re finally able to talk about this. It’s been shrouded in secrecy within the agency for over a year now.
Wieden + Kennedy London have teamed up with The Kaiser Chiefs, B-Unique and and Fiction Records (a division of Universal Music UK) to create a whole new way of releasing an album.
Everybody gets their own bespoke album that they are then allowed to sell on.
Fans can pick 10 songs out of 20, design their artwork and download their album.
We give them their own web page, banner ads for their blog, posters and social media tools to advertise their album. For every album they sell they get a pound.
If you don’t want to make your own album then you can browse and listen to other people’s and just pick one of them.
The plan was hatched by our creative Oli Beale and lead singer Ricky Wilson in a fish & chip shop, while on holiday in Cornwall together. The conversation snowballed into a bigger and bigger idea and we’ve had a full-scale team working on this here for months now.
Nothing like this has ever been done before. The financial model has required fundamental changes to the way royalty payments work that couldn’t have been done without the might of Universal Music UK behind it.It’s been an incredibly exciting meeting of minds. We’ve learnt a lot of things:
1. Never show a band a Powerpoint deck. “I DON’T EVEN KNOW WHAT I’M LOOKING AT HERE!”
2. Look after the hardcore fans of bands.
3. Use the band as creative directors. They are brilliant.
4. Being a band manager is an insane job that doesn’t allow for sleep. Respect.
5. Record labels and Ad Agencies are very different places but full of very similar people. I think we all learnt loads from each other.Who knows what stories this will throw up in the next few weeks?
Will somebody make a fortune selling an album?
Will other bands make their own versions of the album?
Which tracks will emerge as the favourites?Pop back soon to find out.
Make one yourself here: Take a look here: http://www.kaiserchiefs.com/
via tomfishburne.com
Following text from Tom Fishburne about the creative brief which will make a lot of sense to anyone in advertising.
"Creative briefs may be brief, but often they aren’t very creative.
Rupal Parekh wrote an AdAge article on poor creative briefs last week: “Marketers, Quit Blaming Your Agency — It’s Your Brief at Fault”. It includes this illustrative quote from Casey Jones:
“If you rated the industry on a scale from one to 10, with one being a horrifying piece of direction and 10 being optimal, I would say that companies are currently somewhere between a two or three. The norm is partial, incomplete and sometimes no brief at all. A phone call or a text message comes across to the agency, and the agency is trying to read the client’s mind and they go off and start executing. Agencies go off and do stuff and then the marketer comes back and says ‘That’s not what I wanted’”
I’ve worked on both sides of the client/agency table, but learned the real power of a well-written creative brief from Eric Ryan at method. As an ex-agency planner, Eric understood that a quality creative brief unlocks quality talent at an agency. He put as much energy into a creative brief to an agency as he would to a creative pitch to method’s biggest customers. With so little marketing spend, the quality of the creative had to carry the weight.
Instead of a brief, write a manifesto. Instead of a brand promise, convey your brand purpose. Instead of bullet points, tell a story.
A creative brief should not just inform. It should inspire."
I believe the brief has indeed, over the last few years, been neglected and is in many cases , written in a very stereotypical way – one that leaves little to the imagination. It's become about ticking cases and filling in blank spaces, rather than inspiring creatives and the agency at large to do great work. Funnily enough, a friend of mine sent me the Skittles brand book. I think some of it was very inspiring:
Reblogged from: litmanlive.me
Although we've seen the Facebook stream experience before, this is a beautifully realized experience by Intel. Give it a shot: http://www.intel.com/museumofme/r/index.htm
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