This is not a photo of Hayes Barnard of Paramount Equity Mortgage, who was fined $400,000
You’ll notice I didn’t write “Hayes Barnard and Paramount Equity Lie.” No, I parsed the language (quite cleverly, if I say so myself). It leads you to believe something a bit different than what’s actually written.
It’s kind of like the radio commercials of Hayes Barnard and Paramount Equity Mortgage. Continue reading →
Maybe your small business can’t run an ad campaign during the Super Bowl. But you can take lessons from a couple of big brands that did – and in doing so, offended the environmental community, all of Brazil, a huge chunk of the black community and anyone who is sympathetic to the Dali Lama. Continue reading →
There’s a brand that’s in trouble. It’s been making shoddy products for years. It was (and maybe still is) at the brink of failure. It needs not just a Hail Mary, but a succession of them.
Wieden + Kennedy may have answered at least one of those prayers with its work for Chrysler, the first-ever 2-minute Super Bowl commercial.
A Super Bowl commercial must work much like any other marketing communication. It has to speak to the right people, on a matter that’s relevant, in terms they understand, and be compelling. It has to address a need in the client’s sales process, or sales funnel.
Do you think another Super Bowl spot worked better than Chrysler’s? Please comment at the end of this post. Or email me directly.
But the Super Bowl comes with extra burdens: It creates more pressure to make impact than any other venue in the world of advertising. Everyone’s watching. Even if they’re not watching the game, they’re watching online. They’re FB’ing, Tweeting and emailing. They’re even blogging. You mess up, you’ve done more than waste time, money and opportunity. You can embarrass your brand.
As always, Dan Wieden is eminently quotable. “If you told me six or seven years ago that some of the best work this agency would do would be for Procter & Gamble, I’d think you have a drug problem.” (See Ad Age article.)
2010 Ad Age Agency of the Year: W+K
Meet Ad Age’s 2010 Agency of the Year, Wieden + Kennedy. You remember them, right? Edited to add: W+K was also named Creativity Agency of the Year.
The nicest part of the story: It wasn’t so much their work for new clients that sparked their great year – though they’ve done notable work for Delta Airlines and Chrysler. Rather, most of their growth and notable work came from existing clients, as they’ve strengthened relationships, built trust and did some kick-ass work. (And created the most remarkable social media campaign of all time. Take that, digerati.)
Here’s an email I’d like to pass along, from Erica Monteith, sister of my office mate Ian.
We spend a lot of time worrying about business issues that seem overwhelming. Once in a while reality intrudes with a gentle tap on the shoulder. To better appreciate your circumstances and blessings, read this: Continue reading →
This post by Sean X Cummings covers a favorite topic: the evolution of the ad agency business. There’s plenty to agree and disagree with in Sean’s post. If you’re currently with an agency, or own one, maybe you’ll agree with the post, and at the same time think: He’s talking about OTHER agencies… We’re different. Continue reading →
Just a reminder of what a tough industry this is: Last week, The Martin Agency withdrew from its bid to retain UPS as a client — a client for which it has created stellar and effective work. Continue reading →