Goafest is likely to be a dull affair this year, with some leading ad agencies opting out. Industry observers and journalists have written about the problems facing the Goafest brand and things that need fixing. I remember the advertising awards of early ’90s (held under the aegis of Advertising Club, Bombay then too) – an evening celebrating the best work of the year. Over time, the venues got bigger – from a suburban hotel to…
Back in the days when advertising was about TV commercials, radio spots, print ads and brochures industrial products were categorised as ‘boring’. No self-respecting employee of an advertising agency, especially those in creative would drool at the prospect of working on construction and mining equipment, diesel and natural gas engines, industrial gas turbines, grinding wheels and so on. It was considered death because of the perception that such categories offered no scope for creativity, had…
I remember the late Indian advertising legend, Mr. Ravi Gupta say that 50% of the credit for good advertising should go to the client. This was at a time when the agency he founded used to produce some of the finest, effective and awarded work in the country for a diverse set of brands ranging from Mauritius Tourism to Ceasefire to Thums Up. He also implied that if the work on a brand is mediocre…
As far as claims go, asserting that a musician would not have been one without music, is pretty generic. But a new campaign from Kiss TV in Spain is striking aided greatly by the art direction. Agency: Lola Lowe & Partners. Via.
Loved this new ad for CitizenM Hotels announcing their New York launch. The film, made by PES begins with all the cues of a mushy love story only to have you jolted with a twist. Agency: KesselsKramer The competitive stance and attempt to create dissonance among travellers driven home very well.
Another riveting piece of work from Wieden+Kennedy, London for Lurpak. ‘To new frontiers, adventurous cooks’, is the rallying call and it is a fine journey the brand has embarked on. To me, the series of spots created for Lurpak epitomise the role advertising plays in creating brand preference. Imagine this: the consumer sees parity between all brands of butter. And the agency’s task is to create preference for a brand largely through the advertising. And…
It is a bit hard on TBWA. Imagine a series of emails, which you once thought were confidential, are out in the public domain. What’s more, they are being dissected threadbare and judgements being passed on. I am of course referring to the email exchanges between long-time ad agency of Apple, TBWA/MediaArtsLab and Phi Schiller, Apple’s marketing honcho. Let met state upfront that I have nothing but respect and admiration for TBWA\Chiat as an agency…
A LinkedIn alert about a contact becoming ‘National Head – Account Planning, Digital’ got me thinking and I asked this on Twitter: Agencies did not have a ‘Head-National Outdoor Strategy’ or ‘Planner – Radio Strategy’, no? Why have it for Digital? — bhatnaturally ? (@bhatnaturally) April 4, 2014 As you can see, many believe that the comparison to ‘Account Planning – Radio’ is wrong as the former is just a medium, which ‘Digital’ is not.…
Brands have dabbled in crowdsourcing in the past. Typically, the campaigns have been about inviting consumers to be creative folk asking them to render logos, write baselines and even write entire campaigns. The work for Doritos, especially during Super Bowl is hailed as proof of success of crowdsourcing as a concept. I have always had a dim view of crowdsourcing. Reason: I don’t think the results are worth it. If a logo creation is crowdsourced…
They say that the best adverts leave a little bit unsaid. Instead of spelling everything out and be boring it is all about letting the consumer ‘fill in the blank’, as it were, in his mind. Recall any of the popular ads and they have this attribute. A new campaign for Nestle KitKat does this superbly. Agency: JWT, London Loved the fact that there subliminal cues in your mind and you get the metaphor of…