For those of us who ply the advertising and communications trade, originality is crucial to what we do. It’s the big idea. The thought no one’s ever thought before. The holy shit moment that sends a smile spreading through your whole body. It’s the sensation your audience feels up their spine. Haven’t experienced this in a while?
Several years ago we became serious world travelers, we being my wife and I and another couple. Travel is physically demanding, and feeling the chill breeze of time’s winged chariot, we are pursuing our wanderlust while we can.
What a rarity in these days of disheartening public leaders and duplicitous candidates: A man who fought for what he believed in. A man who won respect with his body and used it to bring attention to matters of the soul. On the elliptical trainer this morning, watching the young Ali mouth off in a TV biography, seeing the mischief in his handsome face, I got hit by a sucker punch and had to grab the towel and wipe my eyes.
They say that children and old people speak the truth because they have less to inhibit them. But what about the rest of us who are aged somewhere in between and have jobs in advertising? Well, it’s easier to take the politically correct route and keep our opinions to ourselves. That’s why I’m so happy to see former ad guy Bob Hoffman vocalizing his disruptive views, which make our industry look like a crowd of benighted yes men, each following the other off the cliff. At Interplanetary, we subscribe to the philosophy that being truthful is always the healthiest…
This is a terribly written article. The writer wanders instead of making his point. Though when he finally makes it, it’s a big one. Unfortunately, after getting a grip on his purpose in the next-to-last paragraph, he falls short of explaining why investing in your brand is so critical. Despite its shortcomings we’re presenting this article anyway because, well, we violently agree with it. Recently we dealt with a client whose executives neglected to invest in their brand for only a year, and the results were not pretty.
UV exposure is a big issue for people, so beauty giant L’Oreal has disrupted the fashion and technology worlds by unveiling “My UV Patch.”
IP’s “Someday is Today” campaign for The Leukemia & Lymphoma Society launched in 2012. It put the brand on the map and made charitable donors – and public service advertising – take notice. But success doesn’t mean you can stop advertising and assume your brand tracking numbers will continue their high-flying ways. Even the most effective campaign needs periodic refreshing. A fact LLS learned when it found itself going through a major management change and its brand support went on hiatus.
It isn’t often an essay comes along that confronts our accepted ideas about advertising with such eye-opening intelligence. This one quietly exploded a few weeks ago in the Financial Times. We didn’t want it to escape your notice. Is it true that the domination of advertising by technology has led to a world in which “no one knows what we do anymore”? Is digital advertising really the marketing miracle it’s been touted to be for the last 15 years? Do people really want to engage with your brand or do they actually have little interest in your brand at…