Anyone who’s paying attention to business these days realizes that the times are changing. Businesses are under increasing pressure to do more with less as budgets shrink and business leaders look for ways to maximize profits. They’re changing business models and repositioning their priorities in an effort to adapt to the times. Those that don’t will eventually fail. We’re seeing this change across the board, and the advertising industry is no different.
The new agency model looks much different than the old. Whereas before ad shops just cranked out ads and nothing else, smaller, more nimble shops that cater to the “whole brand” are staking their claim. Anomaly, an agency based on in New York, follows this client-centric model. Here’s an article from CNN money that explains.
In the news lately is the recent launch of NYC’s new campaign, “This is New York City,” which is being used to highlight the many different facets of the Big Apple. It marks the official burial of of “I Love New York,” a campaign that is going on its 30th year.
The campaign, developed by BBH, give me a little bit of satisfaction. As many of you may know, Jaymus developed the This is Atlanta campaign for Brand Atlanta in Spring of 2007. The campaign did extremely well with focus groups and showed much promise. However, because of political reasons, Brand Atlanta chose Lattimer Moffitt’s “City Lights, Southern Nights.”
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Any project needs goals. Whether it’s a website, a brand refresh, new brochure or marketing piece, the project should be clearly defined. This seems obvious, but not taking this task to heart is the number one reason why a project fails to meet its goals. A Creative Brief is a document that outlines the project tasks, the project objectives, marketing and customer insights, and all of the nitty gritty details that lead to a well-polished final product. Yogi Berra said it best, “If you don’t know where you are going, you might wind up someplace else.”
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So your company is looking to rework the brand, create a brochure, website or ad. You’ve spent hours searching for the right designer, and you’ve got a good idea of the look you want. The quotes are approved and your team is on board. But wait! What about the copy? After all, what that well-designed brochure says is at least as important, if not more, than what it looks like.
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When Apple introduced the mouse back in the early 80s, it revolutionized the way we interact with the computer. Using a GUI (Graphical User Interface), the first Macintosh set the standard for computer operating systems. While sleeker design and better technology have continued to improve this point-and-click method since the early days, the fundamental concept remains the same.
However, the advent of new interactive technology will change this. Technology that will allow you to more naturally interact with computers, presentations and software using your built-in mouse – your hand. It sounds sci-fi, but it’s already a reality, and may work its way into every piece of technology in the very near future, replacing the mouse forever.
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Needless to say, there’s a definite emphasis on product design these days. Masters of product design, like Apple’s Steve Jobs, put a premium on the presentation of the product. This not only makes the product more usable and attractive, but also has residual benefits. Product loyalty and longevity are increased when the consumer feels emotionally tied to the product.
Read the full study results here.
Let Web 3.0 commence.
Last Thursday, Google launched its much-anticipated OpenSocial, a programming standard for Social Networks, initially including sites such as Ning.com, LinkedIn, and Orkut (Google’s new Social Network site). You can see the homepage here. This new standard is a major leap forward for web development because it allows sites that were once autonomous to share the same API (Application Programming Interface). In de-geekified terms, sites that use Google’s new technology will share a common language that can be used to implement features and advances across websites and networks that share the OpenSocial standard. This is a smart marketing move on Google’s part to begin to muscle in on the social networking arena.
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Free ad space doesn’t exist, right? Whatever it might be — a billboard, a :30 spot, a banner ad — it’s going to cost you. Advertisers spend millions every year to reach wide audiences, often with no measurable returns. Consumers are becoming increasingly immune to the effects of advertising, challenging marketers to create advertising ideas that break this shell.
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Altoids has launched a new online game using Google Earth. The object is to find “Sindy,” a fictional Altoids character, through clues found on Google Earth. See it here.
While reports indicate that the integration with Google Earth lacks the interactivity to really be a runaway campaign, and the storyline is basic, it nonetheless illustrates what can be accomplished online.
The current presidential race is certainly interesting. Each candidate has been falling over themselves to position their campaigns for what promises to be a historic election. But you won’t find too many television spots, billboards or newspaper ads. No, the battleground has been contained thus far to the internet. A web-based campaign initiative is extremely cost-effective, can be updated quickly and easily, and the web’s community aspect gives superb potential for viral messaging.
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